When the world zigs, zag.

Is this campaign a brilliant way to stand out in a bland category or just puerile playground humour? I actually think it’s a bit of both…and that’s a good thing. In a world where 89% of advertising isn’t noticed or remembered, it’ll stand out and get talked about. Aside from teenage boys – which I imagine aren’t the major audience demographic for this product – I’m not sure how many people will dig this kind of humour. But while the category spends zillions every year churning out wallpaper that focuses on grape provenance and vineyard soil qualitzzzzzzzzzzzzzz, this at least stands a chance of being noticed. As a great campaign once implored – when the world zigs, zag.

(Cheers for pointing me in the direction of this work, Andrew Blakeley)

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About antmelder
Creative Partner at DDB Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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