This thesis explores the success of Ljubiša Preletačević Beli's presidential candidacy during the 2017 elections in Serbia. The topic is inspired by the surprising fact that Luka Maksimović, running for president under the alter-ego of Beli and leading a campaign fully based in the genre of satire, received almost 10 percent of the vote. Such a campaign was not only unfamiliar to the Serbian public, but it was also being discredited as a frivolous one with a non-existent chance to deliver any results worth mentioning. This case of a humorous, satirical politician and his candidacy deserves scientific attention for two reasons. Firstly, the unexpected results of these elections might illuminate the general political situation in Serbia because they suggest that common political practices and actors in Serbia are no longer satisfying the needs of Serbian voters. Secondly, they contribute to the trend of using humoristic genres as a political tool, which seems to be on the rise among political actors around the globe. It is my intention to discover how humor and satire can be applied in politics, what their effects are, and how to tackle such political instances from a scientific perspective using the case of Beli’s campaign. The main research question directing my thesis is: “How and why did Beli’s political performance resonate among Serbian voters?” I approach the question from a cultural sociological perspective, primarily relying on Alexander’s theory of social performance, arguing that Beli, i.e. Maksimović, was performing performance. The research is focused on two sets of qualitative data. The first set consists of campaign-related materials (such as newspaper articles, YouTube videos, posts and comments on social networks), while the second has been gathered through a questionnaire and interviews with voters.