Few things give me such mixed emotions as a pun. In everyday life, I love puns. You can't beat a rubbish pun in a joke.
In professional life, I see them presented and my heart sinks. I can't stand a pun in an ad. There seems to be a rash of them at the moment - the Ford cars parts one, which I won't post in case it increases the views on youtube and I inadvertently contribute to a presentation somewhere in the distant future where some dick tries to sell it as a viral success.
Here's one from Audi -
I was wondering what the point of the ad was, until the line at the end. "Performance from every part" Oh I seeeeee. The new Audi is all about performance, so let's get some people to perform as if they are the car!
Second up, Mars. Bless. They dropped "Work, rest and play", which was brilliant, and replaced it with some new big idea that I don't even remember. But now it is back. So how to breathe new life into this line?
Oh, I seee! You show them working, then resting (nice product shot) and then playing! But the play element is, like, so totally incongruous that the viewer will not be able to resist watching the ad!
The problem with this stuff is that it is an inherently circular piece of communication. The visuals refer to the copy and vice-versa. There isn't really room for a bigger story about the brand. Unless the brand wants to "own puns". Which I can imagine someone saying, unfortunately.
I always think these concepts come up when there is little of real interest to say about the product or brand. Instead of showcasing the cleverness or benefit of your client, you're reduced to showcasing the cleverness of your copywriter. Bravo.