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01 December 2009 @ 01:58 pm
The Miracle Whip Wars  
So, this is a little bit dated, but Intern still thinks it's worth mentioning. A little while ago Stephen Colbert did a hilarious spoof of a Miracle Whip ad:

Original Ad:

Colbert's spoof:

This was pretty funny all on it's own, especially for Intern. Intern used to work at the advertising agency that made the original commercial, and Intern remembers how proud the company was of this overdone and out of touch campaign. However, what was even better was that the advertising agency released an open letter responding to Colbert's spoof, and threatening to buy out all commercials on "The Colbert Report" to defend their commercial.

The text of the letter reads:
Dear Mr. Colbert,

Recently on your show, you tapped into a sore spot in our nation’s psyche: the eternal struggle between mayonnaise and Miracle Whip. And surprisingly, for a man of your impeccable intellect, you’ve chosen the wrong side. A side doomed to a painful, drawn-out, utter and complete defeat. Like the Plantagenets in the Hundred Years’ War. Or whichever on was the cat in “Tom and Jerry.”

Mr. Colbert, we found your attacks a little harsh, occasionally funny, and at times, wholly inaccurate (for the record, our target is 18-35, not 34). But unlike most advertisers who are so mayo, who would back down at the slightest whiff of controversy, and pull their advertising from not just your show but from your entire network and all its sister entities – we intend to do the opposite.

On Thursday, November 12, we will dominate the airspace on your show. With every commercial break, your viewers will be exposed to hardcore Miracle Whip attitude and revelry. You will see our legion of (as you call them) “mayonay-sayers” snarfing sandwiches topped with our one-of-a-kind flavor in a very cool and totally hip way. They will be in your face and massively dope. It goes without saying, they WILL NOT TONE IT DOWN. And you will begin to see the soft, bland white walls of the mayo empire begin to collapse under the weight of its own whipped-egg pretentiousness.

Think about it, Mr. Colbert. In a sense, we will own you.

We’re on a mission. We’re taking no prisoners.

We’re raising Hell, man.


The letter is pretty great, not because it defends the advertisers (it's as brimming with overdone attitude as the commercial), but because it creates a dialogue between media, advertisers, and viewers. As silly as their whole concept is, it's still interesting to see this happen. That wall between content, advertisers, and consumers is breaking down a bit. Granted, this open letter is intended to be self-serving to the advertising agency, but not too long ago they would never have felt the need to do such a thing. Maybe it's not such a bad thing that advertisers have to up their game to keep people's attention. Intern finds it funny watching advertisers struggling to keep up with smarter consumers and more advanced communication technologies. Ha ha!