iDon't iDonkey -- published in today's Guardian
You may well have seen SanDisk's iDont.com site, which pokes fun at sheep-like iPod users and the Apple's Orwellian iTatorship. (It was on Engadget about a month ago.) Today, the campaign got roughly half a page in our Media Guardian section (Something to soothe my brand neurosis), which I mention for one of Naresh Ramchandani comments:
It's a knocking campaign and the way it knocks is nicely finessed. Like all websites, iDon't.com is a piece of editorial and the Advertising Standards Authority -- quick to clamp down on commercial claims that denigrate rival brands -- does not regulate editorial content (The iDont.com website is not, in itself, an advertisement.)
And as he points out, the site doesn't actually plug the SanDisk product, just links to independent reviews at CNet and Anything But iPod.
Since Media Guardian is standard reading in UK media circles, I wonder how many campaigns that could prompt....
