So the New Diamond Shreddies ran away with a Clio. Frankly, the first time I saw the billboard, I thought it was a lame in-joke. I could see the briefing: “There’s really no new news that we can talk about, but we need to be out there. Just. Say. Something. Anything.” We’ve been to these briefings, we’ve had these discussions, but these guys really pushed it.
(Props to them for the chutzpah, and the flawless execution. I did enjoy the satire in the web spots, I have to say. I particularly like how the moderator asked the respondents for their ratings of the "new" shreddies: such earnestness! So precious!)
But! As far as the campaign idea goes, I thought it was too glib, too much of an inside joke to really matter to the audience.
It’s an agency’s way of saying, Wink Wink, Look How We Can Spin This One. Aren’t we clever hucksters? Clever, yes, but hucksters nonetheless.
That's my rant. Now check out Andrew's rave.
Posted by Lee C.
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