OP-ED | Pun Intended
A case for the humble pun as a platform for storytelling.
As marketers and creatives, we’re always on the lookout for new and innovative ways to connect with our audiences. One often overlooked source for campaign ideation is the humble pun.
Most self-proclaimed experts and advertising execs I’ve discussed this with tend to “poo-poo” the use of puns in advertorial copy, with some even calling it “the lowest form of humor”. But I simply cannot pun-ctuate enough how much success, let alone fun, I’ve had by leveraging wordplay and humor in my everyday creative process and in the headlines of our client campaigns.
Let’s explore why I believe puns are a great (if not the greatest) source of inspiration for campaign ideation and how you can use them to enhance your team’s creative process.
HUMOUR SELLS
Puns are an excellent way to make your campaign more STICKY. They create a playful and memorable connection with your audience which can help your message stick in their minds. A clever pun usually generates a positive emotion, often triggering the consumer to share your content on social media or with their friends and family, amplifying the reach of your campaign.
ATTENTION GRABBING
In a world where people are bombarded with marketing messages every day, it’s important to stand out from the crowd. Puns can be an attention-grabbing way of making your campaigns STAND OUT.
VERSATILE
Puns are incredibly versatile and can be used in a variety of contexts. Whether you’re creating a print ad, press release, social media post, or video campaign, there’s always a way to incorporate a pun. Puns can be adapted to different audiences and contexts, making them a flexible tool for campaign ideation.
SOURCE FOR CREATIVITY
Whenever I’m faced with a brief that simply isn’t sparking any ideas, I stop focusing on the “ask” and start to look at all the possible wordplays. This often reroutes my creative ideation in a different direction, sometimes unlocking a whole other world of possible narratives that most wouldn’t have even considered. Even though some are often too silly to use, the creative shift it can provide is SO powerful.
DEMONSTRATES WIT
Puns are also a great way to demonstrate your brand’s wit and personality. A clever pun can show that your brand has a sense of humor and isn’t afraid to have fun. This can help your brand stand out from competitors and create a more personal connection with your audience.
Puns are an often overlooked but powerful source for campaign ideation. They’re memorable, attention-grabbing, versatile, demonstrate creativity, and showcase your brand’s wit.
If you’re looking for a way to make your marketing campaigns stand out, or reinvigorate your next creative brainstorm, consider incorporating a pun or two into your ideation process.
