PRONOUNCE RESPONSIBLY

This spot is hilarious partly because it pays homage to the dirty-minded, but more so because it’s effortlessly brilliant. Not that it matters, but the ecstatic genie at the end gets me every time.

The spot resonates with me particularly because of my current reading, Jay Heinrichs’ Word Hero. Early on in the book Heinrichs says it’s all about delivering the unexpected, as is the case here: a simple play on words turns a seemingly mediocre spot into something rather brilliant.

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