Millennial Target: Grape Nuts!?!

Talk about an unlikely product for a Millennial target. Yet this campaign seems to be to be a direct hit for the give-it-to-me-straight-but-don't-bore-me Gen Y market. The billboard is from San Francisco. The web site, nograpesnonuts.com, is worth a visit: clever, charming and highly entertaining. (I actually watched it for 15 minutes) How to describe it? Stephen Colbert at his most deadpan? The Apple guy doing stand up? The message has inherent appeal: Grape Nuts, despite the unlikely sounding name, is just what it says it is. The campaign makes you think, which makes it advertising for the advertising averse. A++