Manifesto in Favor of the Pun

Did you know that some creative thought lines are strictly against the use of puns? Especially in advertising writing.

I understand the premise. A pun is just playful wordplay. It's easy, simplistic, almost like a trick—a punny trick. It doesn't necessarily have a big idea or deep thought behind it.

But the meme of Nazaré Tedesco with a bunch of math calculations around her doesn't have that either. Neither does Shrek with Will Smith's face. Yet everyone laughs, uses, and shares them. Because—I know it seems almost forbidden, but—on the internet, we just want to be happy.

Am I suggesting basing an entire brand concept on a pun? No. Will a pun revolutionize the history of advertising? It won't. But with so many more ephemeral possibilities (stories, daily content, community management, etc.), the pun has its value. It's not very high—okay, just a punny amount—but it's some.

When someone says, "Brazilians are born with a degree in advertising," it's often accompanied by a photo of a sign with a pun selling something. People like it. It's that little silliness that brings a small smile. And in my opinion, it can indeed lead to action.

Puns are accessible. Most people can make and understand them. It's the bowling of sports. The ukulele of musical instruments. And I swear to God, when I need a moving truck, the first one I'll think of is Beto Carretrucks.