Answer: Two, but we don’t know how they got in there.

(Rimshot.)

The next and more important question of the day is, should humor be part of your brand’s messaging? The answer is a definite maybe.

On the plus side, we’ve seen humor (of various kinds) used effectively for financial institutions, feminine hygiene products, funeral homes and other “unexpected” brands. Effectiveness may of course be proportional to that unexpectedness. Great brand stories often live near the intersection of Surprise and Delight.

The negative, of course, is that wit is a scalpel and not everyone should pick it up.

It’s worth thinking through on a strategic level, since humorless brands, speed dating, politicians, streetcorner preachers, Russian novels and gym teachers are not likely to brighten your day. There’s a time-tested reason why the best salespeople smile.