Fun With Bob Garfield: “Che Guevara in a Jar”

October 26, 2009 By David Burn 1 Comment

Ad Age critic Bob Garfield says if you like the above commercial you may be a douche bag.

Was this conceived during ‘shroom day at McGarryBowen?
See, in non-psychedelic reality, Miracle Whip is not a badge of defiance but rather the quintessence of middle-American déclassé, the turquoise pants suit of condiments. To assert the opposite is just a slap at our collective intellects, our collective honor, our collective non-douche-baggery.
If this succeeds, ladies and gentlemen, we do indeed surrender. If Miracle Whip is cool, the terrorists win.

Filed Under: Ad People, The Trades

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.

Not miraculous

McGarry Bowen brags about the personal attention they give clients, and in that case that personal attention was definately focused below the waist.
Miracle Whip would only seem exotic or rebellious to someone who had only eaten bread and water their entire lives.