A client’s four-word English tagline hangs on a food pun; in Spanish the joke falls flat and the 30-character CTA box makes it worse. I’m leaning toward a transcreation that keeps the brand’s cheeky tempo but swaps the pun for a benefit-led hook — how do you justify that move to stakeholders, and do you present a literal backup next to the bolder line?
I sell the transcreation by mapping the English pun’s intent to a benefit in a one‑slide rationale and pairing it with a 24‑hour A/B — benefit‑led Spanish line vs a literal backup — same visual, both within the ‘30-character CTA’ cap. If stakeholders insist on the joke, keep the pun as headline and shift the benefit into the CTA/body so you preserve the cheeky tempo without forcing a flat Spanish gag.
, puns die on a 30‑character leash; I justify the transcreation by pasting the literal into the actual 30‑char CTA box in Figma and showing how it truncates or needs a second line, then placing the benefit‑led Spanish line right below with the same constraints and a projected KPI target. I don’t present the literal as a co‑equal option — it’s in the appendix to avoid anchoring — but I do keep it as a legal fallback if they’re skittish. @bengree’s A/B is great; I’d add a 48‑hour Instagram Story poll as a proxy before full rollout.