"Progress" -- Ogilvy for Post Shredded Wheat

Post Shredded Wheat, that most generic of cereals, did itself a favor and passed on that most generic of cereal commercials: a shot of mom, dad and the happy kids, pouring cascades of milk onto yielding gobs of grain.

Instead it went for another gimmick: Ironic Authority Figure, touting the dangers of progress.

Aaaaand this is where you go, "Old crusty Post knows shredded wheat is the lowest common denominator of cereals, only slightly more creative than oatmeal, mainly because of its mod square motif. But because it can stick its tongue in its cheek, I will happily spoon those squares into my mouth."

Read more about the effort, and watch for webisodes at The Palace of Light (no idea what that title signifies, but it sounds roughly Las Vegas related), which go live on Sunday. Work by Ogilvy.

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