Why we love this
Why we love this
Jack found this randomly while looking for something to do with the kids and it *immediately* went into the swipe file.
Now, we love a good pun here at DWG. But they're so hard to do right. And this one is an absolute banger.
3 bits of information (price, product and purchase scenario) snuck into to a bit of copy that makes you laugh and gets you to remember it? Smart. Really smart.
Steal this for your brand
First of all, the thing we love about this is that this pun is billboard-level clever. But it's a tiny campsite up the road from Jack that's got <6K followers on social media.
It's just a really great example of copywriting being the great leveller. Maybe you don't have the slickest branding or the coolest website or the budget for a huge agency, but words are free.
And you can use them to do really cool stuff like this. To make people notice your brand over all of your competitors.
Plus, it's a tried-and-tested copywriting trick: take a well-known phrase and twist it into something surprising and new.
Our brains love copy like this. That little click! moment where our brains see the cleverness is called an “aha moment”.
fMRI scans show that our brain’s reward circuitry fires on all cylinders when this happens. In other words, we feel good about ourselves and those feel goods transfer over to how we feel about your brand.
(This has been studied and proven to shift attitudes towards brands, making customers feel more positively towards brands and products.)
So the next time you're writing a discount or seasonal post, ask yourself: is there a cultural reference — a song lyric, a quote, a familiar phrase — that your product can borrow and bend?
The substitution doesn't even have to be perfect. It just has to be surprising enough that someone stops scrolling to read it twice.
PS. We've written a whole deep-dive on how to do this on the blog if you want to give it a go.
