Headlines are key for attracting people to a story, but writing appealing headlines requires time and talent. This work aims to automate the production of creative short texts (e.g., news headlines) for an input context (e.g., existing headlines), thus amplifying its range. Well-known expressions (e.g., proverbs, movie titles), which typically include word-play and resort to figurative language, are used as a starting point. Given an input text, they can be recommended by exploiting Semantic Textual Similarity (STS) techniques, or adapted towards higher relatedness. For the latter, three methods that exploit static word embeddings are proposed. Experimentation in Portuguese lead to some conclusions, based on human opinions: STS methods that look exclusively at the surface text, recommend more related expressions; resulting expressions are somewhat related to the input, but adaptation leads to higher relatedness and novelty; humour can be an indirect consequence, but most outputs are not funny.