Every so often a campaign comes along that is truly smart, fun and memorable. The new Diamond Shreddies campaign is all three.

You’ve probably seen the billboards. Of course there are commercials too.

http://www.youtube.com/watch?v=PZeAwpPqnJU

So, what’s so great about this campaign? Basically, it deconstructs everything we do as marketers, advertising professionals, clients, and customers. For example, I use a certain brand of razor. It has a blue strip across the top. Apparently, when the blue stripe turns white, it’s time to start a new blade. If you’ve ever seen a picture of me, or met me, you know I go through a lot of blades. The marketers of those razors are brilliant. I know it’s smart marketing. And I know why they added the blue stripe. I’m onto them. But I admit that before they added that little blue stripe, I used those blades at least a week or two longer than I do now and amazingly they worked just fine. Go figure.

So when the truly brilliant makers of Shreddies came out with new and improved Diamond Shreddies (urban legend has it that an intern at their agency actually came up with the idea) they not only turned the fractured mirror back on us as marketers, they also stuck a finger in the ribs of today’s gullible consumer. Take a look a this…

http://www.youtube.com/watch?v=BOuC5jjTZOI&feature;=related

Having sat in countless focus groups, I can’t believe how spot on this little viral video is. Poor consumer. They didn’t stand a chance.

I’ve never been much of a breakfast cereal eater. But now that Shreddies come in diamond shapes, I’m seriously considering them as a snack.