Hardy har-har

Contenders for the presidency are using web videos and other online media to beat professional comedians to the punchline, reports AdAge.

Hillary Clinton, John Edwards and Bill Richardson have all used humor in the first rounds of ads they've produced, mostly for online, and occasional TV, distribution.

Some efforts, such as Hillary Clinton's pick-a-theme-song approach (on Adrants.com), have received as much critique as praise.

Following suit, candidates across the board are using a lighter approach than the typical dog-eat-dog elections tacks - both to seem more personable, and to put off attack ads for as long as possible.

Considering this campaign season kicked off sooner - and with far more candidates - than usual, a sense of humor may help create a connection with voters.

Some campaign specialists warn that such an approach can undermine efforts to appear presidential, a "serious" office. Still, the funnier videos are often a welcome relief from the more serious ones that will inevitably hit before long.