250_Fage_yogurt.jpgIf you still happen to read actual analog magazines, you’ve probably seen one of the collaborative Fage ads where a marketing partner’s product makes an impression in a facing page of thick yogurt (great product, if you haven’t tried it). It’s the smartest co-op advertising campaign I can find in my ever-contracting memory. And this ad, which is on the inside of the half-flap over the front cover of this week’s New Yorker, is the smartest execution yet. Fucking brilliant media buy. Fucking brilliant creative idea, done by those fucking smart smug assholes at Ogilvy New York. In the ink and paper sea of sewage that makes up magazine advertising these days, these ads are beautiful angelfishes. I love them.