Tuesday, June 13, 2006

iDon't Get It


Codemorse would like to extend a hearty welcome to the good folks at Grey Advertising, who've been rather interested in our iDon't article, posted below. Assumedly, they're the ones behind this totally dudical advertising campaign.

If you live in NYC, you've seen them. They're plastered to walls all over the city.

Get it? If you own an iPod, you're a "sheep."


Here's another:

Rise up, brothers and sisters! Throw off the shackles of the oppressive, bourgeoisie marketers who lie and tell you that you must own an iPod to be COOL! Rise up! Rise up and...follow like sheep to buy iDon'ts product instead!

Yes, as you'd expect, iDon't is a campaign designed, not to foster individuality and consumer choice, but to get you to be their sheep - not Apple's.

Greetings fellow radical. And welcome to iDon’t.com. Over the next few weeks I’m going to be hosting the iDon’t news page. Nothing fancy. A few opinions here, a few links there-maybe a few guest writers along the way. I promise to keep it light. But first off you probably want to know what the hell this is all about, right? So here’s the deal.

This site and the iDon’t campaign (check out our cool posters above) are the creation of several of us renegades behind the new Sansa player, from SanDisk. And this is our playful way of saying “Enough!” Yeah, we’re just fed up with the ever-expanding flock of iSheep swarming through our cities. You’ve seen them. They’re everywhere. Every bus, train and city sidewalk is a mass of white headphones. Blindly they’ve bought into the hype without ever realizing there are other mp3 players out there.

The faux-"hip" writing...the modest claims of being "nothing fancy" despite being a major marketing push...the urging buyers to stop being sheep and start being...well...sheep...it's enough to make one's head explode from an excess of iRony.

iDon'ts' campaign is transparent Madison Avenue pap - the sound of a fourty-year old trying to maintain his former cool with badly-chosen ponytails, trophy wives and Hootie and the Blowfish albums.

What's so rebellious or daring about tossing Marketing Stones at the current King of the Ring? Especially when what that marketing amounts to is a baldfaced, hypocritical call for individuality through mass consumption?


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