While a brand used to have to spend zillions of dollars to get its ad on TV or its logo on a billboard, now social media like Twitter make it possible to reach millions of people quickly, without spending millions of dollars.
At its core, the "Susan Glenn" Axe campaign is hardly presenting a new revelation or message in the wide world of advertising. However, the key difference is that "Susan Glenn" delves into the until-now-untapped psyche of the average teenager. And boy, is this powerful stuff.
Christine O'Donnell's "I am not a witch" ad inspired me to buy the witch wig that I ended up returning, unopened, the day before Halloween. After the Gawker story, I just wasn't in the mood to make fun of her anymore.
I got married in college. That is to say, my wife and I are both undergraduates at the University of South Carolina. That is to say, we get a lot of raised eyebrows when we introduce ourselves to classmates.