Max Silvestri on Gawker is a fan of the current Snickers campaign that is sweeping the NY area. I have seen no such thing in L.A., maybe because our ads focus on how to wear jeans while lying down with nothing on above the waist. Or, related, if you don't look good in such a pose, there are ads suggesting how to make you look better through various surgical and other expensive interventions.
But the point of sharing this with you is that it reminds me of how Masaki Koike will tell students they don't need to buy books with icons and logos in them because we're surrounded by the stuff.
Also, this campaign is successful, or at least it is in Max's eyes, because of the recognition of the Snickers brand. It's just playing with type, in its most basic element. Oh, and words, it's playing with words!
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