
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