Hey Bernbach, I HATE your campaign.​​​​

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I absolutely hate your idea. It’s simple, visual, strategic, and cheeky. 

 

A great example of guerrilla advertising that surprises you when you least expect it. It forces you to pause, take a second to understand it, and finally get the joke.

 

Because, is there really a better way to create an immediate emotional connection than through a shared laugh?

 

I hate your insight and how you identified a pattern in your competitors’ behavior that was hidden in plain sight.

 

Remember: Always tell the truth.

 

And if we have to talk about the execution, I hate the art direction too. No crazy visuals, loud typefaces, or interactive digital billboards. Just a simple text and a reflection.

 

This is exactly what more brands should be doing.