In market-totalitarian America, everything must serve the overclass, and increasingly so. Hence, the latest marketing platform? The institution known as school. Per Ad Age:
Kleenex (an ecocidal marketing/waste endeavor of Kimberly-Clark Worldwide, Inc.) had approached Studiocom with an interesting challenge: create a back-to-school push promoting the brand’s “stronger, more absorbent tissues.” Problem was, “No one cares when a brand says something like this,” said Creative Director Todd Slutzky. “It’s basically a meaningless statement like ‘new and improved.'” So the Studiocom team decided to put the brand to the ultimate test–in the hands of some science savvy kids. The agency went out to the top 100 science elementary and middle schools around the U.S. and asked them to come up with creative ideas to test the strength of the new tissues.
Ten of the schools took part, each backed by $5,000 funding from Kleenex. The Studiocom team then captured the most creative and compelling “Xperiments” on film.
Here’s the smarm and teacher prostitution that “positions” this appalling trick:
Gosh, I wonder how Kleenexes would do in a strength test against the cloth handkerchieves they are designed to obscure. Science anybody?