"Edgy" update

Funny, AdRants didn't say "edgy" either. But maybe they didn't have to.
Check out that tasty review.

"I didn't know you guys did edgy."

When a long time client sees some of your latest work for another client and says that, you can't feel a bit--what's the word I'm looking for?--oh, right: mortified.

For lots of reasons. And we shan't(!) go into all of them here.

But I bring it up because this happened a few weeks ago, and it hasn't left me since. The work is for ICS, an Oregon company producing concrete cutting chain saws; super-niche products in a uber-narrow category aimed at general contractors. Not your mass market stuff.

Love the campaign, but hadn't thought of it as particularly edgy though, until I heard it mentioned that way. Smart, attention-getting (in a category utterly devoid of anything provocative), relevant, unusual, memorable, intriguing--all designed to pay off ultimately as EFFECTIVE--and maybe way down on the list of descriptors, maybe edgy.

But edgy was his word. His first word. Is that a good thing?

Edgy. Well. Hmmm. DISCUSS.



Click on thru to the companion sitelet, mmm-bacon.