Post Concedes to Putting the 'No' in 'Innovation'

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: Formidable Authority Figure, touting the dangers of progress.

Aaaaand this is where you go, "Wow. It may be a dinosaur" -- 117 years old! -- "but Post really knows how to talk to me in that ironic way I like. Rad. I think I'll spoon some square-packed wheat into my face."

Read more about the effort, and watch for webisodes at The Palace of Light,* which go live on Sunday. Work by Ogilvy.

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*No idea what that title signifies, but it sounds roughly Las Vegas-related.