If i choose to be humorous about that ad, it's actually saying a horrible thing. There isn't a single leading comedian whom i wouldn't employ as an advertising creator. If you're not funny, you bomb. And lenny bruce said, humor is actually the only art form. Try faking a laugh for an hour, make three laughs. You can't do it. Man said lewit. Lenny bruce. That is the perfect summation of that. It works and appetisng advertising approaches that work because they're funny. I call them logic boxes. They are things which are useful within a narrow domain, but which become prisons to thought when applied to widely