In February, Oreo told people they can dunk in the dark when the lights went out at the Super Bowl. By now, you’ve heard the story. (If not, catch up.) That bit of real-time marketing sparked a massive push for brands everywhere to capitalize on those types of marketing opportunities—for better or (quite often) worse. Now one ad man is claiming that he’s quitting the business, in part because Oreo’s “Dunk in the Dark” cleaned up at the Cannes Lions awards—advertising’s highest honor. In June, Andrew Teman, at the time a vice president of experience planning at Hill Holliday, tweeted the following:
If that Oreo tweet wins a Cannes Lion, I am going to quit advertising and the internet.
— Andrew Teman (@andrewteman) June 14, 2013