SS+K’s new campaign for student-loan company MyRichUncle shows parents with the tops of their heads sliced open and their brains removed. Copy lines include: “I didn’t use my brain. I went straight to the financial aid office” and “I didn’t think about saving thousands of dollars.” The tagline is, “Thinking saves thousands.” MyRichUncle stirred things up a couple of years back with ads that encouraged students to question the relationship between universities and lenders. The new ads have also drawn fire from financial aid officers, proving once again that MyRichUncle knows how to use the old noodle when it comes to generating buzz.
—Posted by David Gianatasio