Sometimes the best way to connect with your audience is to make fun of yourself. A company with a sense of humour is perceived as more human and real, and your audience are more likely to respond positively.
However, humour should only be used in a respectful and appropriate manner.
Like, Old Navy, for example. They just launched a YouTube campaign with a video about the Old Navy mixed tape. I laughed pretty hard when I saw this video.
Enjoy!