I'd like to believe Quaker Oats CMO Annie Young-Scrivner when she tells Brandweek that the company's new campaign from Goodby, Silverstein & Partners is designed to communicate that the oat is "not just a grain. It's a super grain that powers your day and helps you do amazing things. It lifts you physically and emotionally and makes you feel good knowing you did something good for someone and yourself, and it's one of the most nutritious grains." Still, given the product in question (and my propensity for reading scatological subtexts into pretty much everything), I can't help but feel that the tagline "Go humans go" is somewhat unfortunate. Of course, I could be completely misreading the brand's intentions. But if some subversive copysmith knowingly slid such a reference in (yuck), I salute you. Well played. Now, pull my finger!
—Posted by David Gianatasio