Tuesday, June 24, 2008

A Very Canadian Piece of Advertising

There is quite a bit of talk about the Shreddies "Diamond" campaign. It may have won some award (who apart from those in advertising keep track of those?).

I have to say there is something very Canadian about it. As a transplanted Brit in Canada I cannot help observing the national character. Humour is a great Canadian export. But compared to the British bitter sarcasm and almost pathological need to mock the powerful Canadian humour is relatively gentle ...yet still subversive.

That is why I think this campaign fits the national character. It mocks and deflates the pretensions of marketing and advertising but in quite a gentle and flippant way. I especially appreciate the mockery of qualitative research in the video....rainbow scale.

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