I’d say there’s a bit of both in Portugal’s TM. Sometimes the TM acknowledges the creativity, but if the execution it too off the rules, it doesn’t get well rewarded. Other times, creative solutions really bump a player’s score.
An interesting detail, though, is that in here, TM contestants are mostly non-comedians, and only four of them are permanent per season, with each episode having a different guest. I don’t know how it is in US, but I find it really entertaining seeing well known figures doing silly shit and being creative. The varying 5th seat also brings a nice dynamic, and sometimes some of them then get moved to the permanent cast in following seasons.