Gravity Brings BS Down To Earth

The Interwebs are buzzing over a document supposedly created at the Arnell Group to explain the thinking behind the new Pepsi logo.
You just have to see it to believe it. It’s a masterstroke–of what, I’m not sure. But it shows the length to which some people will sell an idea.
What’s the most outlandish thing you’ve ever seen or heard in a client presentation to help sell an idea?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. I think anyone who’s been in the ad business remembers a moment when they could have called bullshit on themselves. If we’re honest, at least. But that Arnell document — and I tend to think it is real — is beyond the pale. I wonder what the walk-through before the meeting was like. A bunch of folks nodding their heads and sipping the Kool-Aid, I guess. What’s worse? The fact that I can see so many marketing people beyond the Pepsi people buying into that whole boatload of crap.