Last week I wandered into a Mac’s convenience store in search of a sugar fix. While digging for some Sour Keys that weren’t so stale they felt like jagged rocks, a little boy no more than 7 years old came up to the Froster machine with his dad. He seemed to be especially captivated but I couldn’t figure out what was so exciting, so I just assumed all little kids are generally excited by sugary goodness in all forms, especially Slushees on a hot day. Then I remembered where I was, Mac’s. Oh yeah! That place with all the grotesque and controversial advertising for their annual new Slushee flavour, the latest being dubbed, “WTF”.

“I know what WTF stands for!” the kid announced proudly,
“What?” asked his dad. Big mistake, sometimes you just shouldn’t challenge 7 year olds.
“It stands for ‘what the fuck’!”

The jaws of soccer moms everywhere hit the floor when Mac’s unveiled their new Froster campaign, one that corrupts their innocent children with its foul language and disturbing images. But really, as the kid said himself, “I know what WTF stands for”. The campaign for the new flavour didn’t teach him the word, it didn’t reveal to him the meaning behind this secret acronym, it just put it out there in an attempt to get his attention, and guess what flavour he picked.

Apparently that little go-getter wasn’t the only one who noticed. The campaign of online videos have been viewed over 200,000 times on YouTube alone, and Froster sales are already double the numbers from last year. In response to the tidal wave of complaints from irate parents, a representative from Mac’s explained that ‘WTF’ doesn’t mean anything vulgar (they would never do that), it merely stands for “What The Flavour?” Of course it does! That’s what everybody says when they taste something new and exciting. I wonder how all these silly kids missed that and ended up with their minds in the gutter? Hmm, I think I may know. Worst. Cover up. Ever.

So is it really right to speak to kids in these not-so-hidden codes? Probably not. Will that stop marketers from doing so if it means creating stir and getting attention? Definitely not! These “codes” have become a part of everyday modern language for a certain demographic. Speaking in acronyms and other online codes provide a way for kids to maintain some privacy in their conversations, and to aid in filtering what their parents take from overhearing their dialogue. It’s only a matter of time before we see “OMG” and “LOL” in Webster’s.

I think the ‘WTF’ ads certainly did create a stir, but was it with the desired audience? Teens and kids are becoming so immune to this kind of shock, gross-out advertising, marketers have to keep testing boundaries to see if they can get a reaction. The bigger reaction usually comes from the pissed off people outside the target market. Those who make it a big deal are only drawing more attention to it, and those who haven’t seen it yet will hear about it and want to know what the big deal is!

Perhaps this campaign is just really, really smart. Maybe kids appreciate a product that feels like it’s a part of an exclusive vernacular that they’re also a part of. It speaks to them on eye level in a “let’s all get together and slip one by the parents” kind of way. It’s like being a member of a secret club, who doesn’t want that? When kids are entering that prepubescent rebellious stage, they want to piss off their parents, so why wouldn’t they buy into a product with an image or message that does the same?

It gets to a point where it doesn’t even really matter anymore whether this image or message is even still relevant to the product itself. It’s a slushee! It’s cool, refreshing, satisfying and sweet. When putting an image with a little shock value alongside it, how does that impact the brand, or does it at all? Are we supposed to think that because of this campaign “Mac’s Frosters are edgy, and 7-11 Slurpees are lame”? Despite that they’re essentially the exact same thing, crushed ice and syrup in a cup that holds twice our weights worth of liquid.

Shock marketing will always be around to accommodate our need to complain about stuff, and therefore will always be pushing the next boundaries. Eventually, I think they’ll run out of ideas and they’ll have to backtrack by shocking us with docility, a little “Leave it to Beaver” action to throw everyone for a loop. Then maybe the ads will be relevant to the product, “Mmm, this Slushee sure is swell”, how about THAT for a headline! It’s simple, honest, and it will leave people thinking, “WTF?”

Watch the commercials and see “WTF” I mean.

The finalists have been announced for the Doritos user-created Super Bowl commercial contest. In ten days, one of them is going to be watched—and judged—by millions of viewers.

For anyone that hasn’t heard about this, here’s an executive summary from the original press release:

“In today’s increasingly reality-driven world, people are looking for new ways to interact with, help shape and even personalize what is important to them,” explains Ann Mukherjee, vice president, marketing, Doritos. “While we’ve had great success with star-studded Super Bowl commercials in years past, today we are most inspired by the people who love Doritos chips; this year, they’re telling us they want to be in control and we’re giving them that control on one of the world’s most watched events.”

In looking at the finalists, I was struck by the fact that the ideas are really not considerably worse (or better) than what you might get from an agency. If anything, they’re a bit edgier.

What the spots really lacked was polish and craft. The digital revolution may provide easy access to video shooting and editing, but only experience provides the chops required to tell a story effectively.

On YouTube and other User Generated Content sites, there’s an expectation of an amateurish feel. In in a world overloaded with million dollar spots, this can sometimes make for a refreshing change.

But when it actually is a million dollar spot we’re talking about—or more accurately, somewhere in the neighbourhood of $2.5 million—I think people might be expecting more. It’s like letting a garage band play the half time show.

Regardless, the whole experience of watching these spots was thought-provoking. One thing you can’t help noticing is that the traditional agency brings more to the table than just ideas. They also bring their connections to what I’d call the craft side of advertising—the production houses, directors, editors and cinematographers that really bring the concepts to life.

Given the same budgets, could amateur filmmakers create the slick results expected of a Superbowl spot? I honestly don’t think so. In that sense at least, rumours of the death of the traditional agency are greatly exaggerated.

Can the blender on your kitchen counter puree an unopened can of Coke? How about a box of golf balls?

If you answered no, maybe you’re in the market for a Blendtec blender.

Check out the Will It Blend? site—equal parts YouTube and Ron Popeil, and we thought it was really smart.

Small appliances are usually sold using traditional catalogue tactics. They call out features, price-point, lifestyle, that sort of thing. This one sells blenders like a carnival barker, and it’s even more compelling to watch.

If I’m in the market for a blender, I think I want the one that I know can tear through a rake handle if need be.

Just don’t try it at home.

As the spend on advertising in video games continues to grow, it was inevitable that something like this was coming. Burger King and Microsoft yesterday announced the release of three games featuring Brooke Burke, Subservient Chicken, and of course BK’s famously creepy corporate mascot.

The games, playable on both Xbox and Xbox 360, will be offered at $3.99 with the purchase of a value meal.

“Xbox and Burger King both represent challenger brands that want to change the status quo connecting with customers on their terms in fun and entertaining ways.’ said Jeff Bell, corporate vice president of global marketing, Interactive Entertainment Business, Microsoft Corp. “Consumers are saying, ‘Let me have what I want, the way I want it. In essence, Xbox also is an invitation to consumers to have it their way. Our partnership with Burger King represents an irreverent new approach to this invitation that’s sure to provide a fun diversion for the whole family this holiday.”

It’ll be interesting to see how these are received. Gamers are notoriously demanding, and there are any number of forums where these titles will be put under the microscope. Even at this price point, gamers may slam the games if they don’t offer a good playing experience.

I’m also wondering if the intention here is to turn a profit, or simply to stick a toe in the water and see what shakes out. Two years ago, it seemed like every client wanted an online game to draw kids to their brand, but the vast majority of those games seemed to underperform. In part, the problem may have been precisely that these titles paled in comparison to the console games they were already playing. Taking the branded game to the console—and offering it at a stocking-stuffer price—may be just what the doctor ordered.

Either way, it’s an ambitious program, and one that will have video game developers drooling at the potential for a new revenue stream—fully-sponsored video game titles. The toothpaste is officially out of the tube.