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Ryanair – “cha cha cha”

Why we love it: Ryanair are great at jumping on board a trending topic – and spinning it around so that their take on it fits perfectly into the Ryanair world. Here, they’ve taken the meme that arose from Finland’s Eurovision entry (“cha cha cha”) and connected the dots between the lyrics, and a relatable pain (something Ryanair’s audience love to hate). What you can learn from it: With the right treatment, you can make

Ryanair – Gary is a liar

Why we love it: When we write and edit jokes, we obsess over the ‘leap’ we’re asking an audience to make. If the link between setup and punchline is too straightforward, i.e. only a small leap, there’s no surprise and the joke won’t be funny. But if the leap is too big, most of your audience won’t get the joke. Here, RyanAir created just enough distance for the audience to leap from the setup (an

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