Tony and Kim and w+k in general, had loads of little phrases and rules.
One famous one was Kim's obsession with no puns in ads. They were strictly banned. Everyone knew it. (You obviously had to induct the new creatives before they presented puns. It's a popular option with creatives.)
Here are two reasons why that's a good rule.
The ads aren't very well written. They don't make sense without the pun, they make even less sense with them.
They've mistaken pun for idea and sacrified clarity.
No puns, it's a good rule.
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