Stephen Colbert may be at his very best when he's openly mocking the people who had the nerve to give him money.
In the spirit of his "Hail to the Cheese: Stephen Colbert's Nacho Cheese Doritos 2008 Presidential Campaign Coverage," Colbert introduced his newest integrated "sponsortunity" on Thursday with a segment devoted to Wheat Thins. And true to form, he gave the brand it's money's worth... and then some.
Now, I know what you're thinking. You're thinking, "Stephen how important could Wheat Thins be?" Yeah, I used to think that way too. Until I received this actual memo from Wheat Thins detailing for my sponsorship purposes what the role of Wheat Thins is in our lives. And let me tell you something. You think you know Wheat Thins? F*ck you. F*ck you and the cracker you rode in on.
Colbert then proceeded to quote directly from a brand memo that used the sort of lofty, aspirational language that marketing professionals so enjoy applying to snack foods. With such ripe fodder at his fingertips, Colbert could barely contain himself:
Let me reiterate -- I cannot say this too many times -- that this is an actual memo from Wheat Thins that I received. And I just wanted to make sure you understood that before I informed you that [quoting from the memo] 'Wheat Thins are not a crusader or rebel looking to change an individual's path (or the world).'
Added bonus not seen in this clip: a Wheat Thins ad ran immediately following the segment. All things considered, we'd say it was a pretty successful product placement.