"This legacy shows that Portuguese humour has always been intelligent, forcing the public to read between the lines - a heritage that some brands have been able to take advantage of. Making people laugh is an art, and using humour in advertising requires balance. A poorly calculated joke can alienate the public, but a well-executed campaign creates lasting bonds."

Read here the latest opinion piece by Susana Costa e Silva, professor at Católica Porto Business School and director of the Master's in Management, published in Dinheiro Vivo (available in Portuguese).