Why we love it:
It’s a succinct one liner that speaks to what everyone is thinking. The only thing that’s missing, for us, is any specific relevance to Innocent’s audience rather than just ‘the whole world’. But that’s kind of how Innocent roll,
and as a household name they can get away with it.
What you can learn from it:
In comedy writing, editing is everything. Even if you’ve written a joke using a Brands Against Mundanity template, don’t be afraid to cut words and shuffle around the word order until it feels like the tightest joke it can be – with the punchline twist as close to the end as possible.
