Funny?

There is a headline on the Spinoff:

 Behind the scenes of Funny As: New Zealand comedians on how they do it

 I haven't read the column, nor shall I.

I don't care how these NZ "comedians" do "it", nor, particularly, what "it" is.

It is the "Funny As" I question. Funny as what?

There is a photo/montage accompanying the headline, I assume of these NZ "comedians". I could name three, have seen and heard a few more, mainly on television advertisements.

From those occasions I suspect the answer is "as a 'plane crash".