Jane Espenson [hates that McDonald’s commercial](http://www.janeespenson.com/archives/00000612.php) because it’s trying too hard:
> [Our showrunner] told us not to put the funniest word at the end of the line, but to make sure the line continued past it. This seemed to me to go against one of the basic principals of joke writing, but now I see the value in it. He wanted casual, easy, “thrown away” funny, not needy rim-shot comedy, begging for laughs by hitting every comedy-made-easy rule.
And yes, I’ll probably keep linking to each and every new Jane post. She writes so well about the details and why they matter.