Having recently learned that Volkswagen has co-opted fun through the unlikely but clever takeover of what appears to be a New York subway exit, HMM is hereby declaring itself the official Blog Of Success. Or just BS for short.

It appears that the rules have been revised to allow the association of ones brand with a particular virtue. How? Evidently this requires three things:

1. balls
2. a viral video
3. willful suspension of disbelief (the ad agency's, the client's, and the audience's)

[Note: in the olden days this used to be called "borrowed interest" and it was frowned upon since whatever happened to be appropriated was not necessarily intrinsic to the product, but came instead from some outside source.]

Can you see Crispen-Porter shrugging its collective shoulders? "Dude, VWs are fun. Get it?" (See #3.)

Uh, sure. Yeah. But are you suggesting VW is the new standard of fun, the very archetype of fun, the FUN that all other forms of fun should strive to achieve? That VWs more fun than other cars? Like, I don't know, Porsche's? Or firing a potato cannon? Or 50 feet of plastic sheeting, a garden sprayer filled with Valrhona chocolate syrup heated to 105 degrees, a badminton net, latex lederhosen and, oh never mind.

And by the way, VWs, subway stairs, pianos? Can you help me pull it all together?

"Dude, you're so like, overthinking it. Fun is fun."

You go ahead and argue all you want. I'm jumping on the bandVolkswagen. Anybody out there who cares to submit a Blog of Success video will have it carefully screened by HMM's panel of experts and the winning video will be featured on Das Blog. C'mon, help me spread the BS.

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Tags: Crispin Porter + Bogusky, fun theory, viral video

This entry was posted on Friday, November 20th, 2009 at 8:43 am and is filed under business, marketing, advertising, communications. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.