Wheat Thins nabs ad hater in latest ambush | Adweek Wheat Thins nabs ad hater in latest ambush | Adweek
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Wheat Thins nabs ad hater in latest ambush

Wheat-thins

When Wheat Thins went after people last summer who were talking smack about the brand on Twitter, there was understandable skepticism about whether the whole thing was a set-up. The ad, done by The Escape Pod, was the real deal, agency founder Vinny Warren insisted. That led to the inspiration for this next installment, a 30-second spot in which the Wheat Thins crew doorsteps Derek Tzeo, a Portland, Ore., dude who dared to question the authenticity of the first spot, calling it "uber-fake." He's left with a pallet of Wheat Thins that are, in fact, "uber-real." As recently departed Euro RSCG creative chief Stefan Postaer notes on his blog, the candid-camera bit isn't very new, but the melding of social media with broadcast spots is certainly a fertile area to explore. Over on YouTube, the top comment is from another doubter, with the next being from Derek himself insisting he's real.

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