In the 1960's graphic designers discovered a sense of humor (above Milton Glaser's Dylan)
Underground comix, by R. Crumb above, were in your face, aggressive extensions of cartoon strip conventions. Sexually explicit, sometimes gross, they expressed an attitude of unrepentant disdain for hypocrisy of straight culture of repressions.
Wes Wilson inimitable style (mid 1960's).
William Taubin and Howard Zieff, You don't have to be Jewish to love Levy's (1967)
The approach here was to sell rye bread in an era when ethnic food were still foreign to American tastes. Each photo showed a charming individual smiling at the pleasure of eating something surprisingly delicious.