Self-deprecating humor as part of a candidate's branding/campaign strategy

[Thank you for being a friend...]

A good, smart sense of humor an underrated, underappreciated part of politics/communication.  We don't want constant comedians in public office, but at the same time we don't want humorless bores either.  If you can make someone laugh with a clever joke (including a self-deprecating one), that's at least getting them to feel something positive towards you, even if they don't agree with you on political issues.  It can help give you personality and stand out from the pack.