In this Viral Ad campaign dating back to 1998, 3M the makers of Post-it-Notes are trying to target one of the easiest segments of advertising, ‘Real Men’.  Miller and Budweiser along with WWF and NASCAR have made fortunes off of targeting this ad segment and 3M, a paper and glue company founded by geeks, non-real men, are essentially trying to get in on the real man action in some homo-erotic geeky fantasy to get even with the ‘real men’ that gave them ‘real wedgies’ in high school.

Regardless, you can tell this viral advertising campaign is dated and showing its age.  In the modern age a ‘real man’ would simply video tape the woman and publish the video onto the internet where he could rapidly look up her name from his mobile phone or computer as needed.

Historical and Environmental Note

There was a slight backlash to this advertising campaign in 2001.  Several unrelated groups started to protest the degradation of women, of paper and trees and the environment and the potential for promiscuity and STD’s after a follow up ad campaign that was subsequently pulled.  All that remains of that campaign is a low quality spin off of the post it used.  This appears to be a doctored photo deriding that second campaign.

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