There's nothing wrong with a pun if you (a) make it funny, and (b) make it relevant to the campaign - or in this case, the topical event in question.
So all hail "Ma'amite" - a genius piece of opportunism by DDB.
It's worth noting the attention to detail too. There are the corgis who love it or hate it. The copy (including another pun in "toasting"). The Union Jack. The crown made from a toast rack.
Love it.
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