Yeah brands aren't funny (if they ever were), they are "clever" and "snarky" to the point of irritation. Sincerity is seen as unhip and unsophisticated and all the brands don't want that.
I think it's the same vein of quippy, pithy, nothing-is-serious line of humor that started to infect film after the success of the Avengers and the follow on films.
That seems to follow the comics. I think for the last 20 years or so Marvel comic characters are all sarcastic one-liner comedians committing ultra-violence on each other every month.