G Is For Gaffe

The new, supposedly way-cool Gatorade commercials debuted earlier this year and asked, “What is G?” The answer, apparently, is that G is for “Gaffe” … with a capital “G.”
Parent company PepsiCo managed to take a mature sports drink which owned its category and accelerate its decline with the kind of so-hip-that-nobody-gets-it advertising that wreaks havoc with any brand.
It’s the Entourage effect brought to advertising. Only the people who work on the campaign think it’s slick. They’re so convinced of their own coolness they don’t realize they just come off as a bunch of preening idiots. …read more