You don’t have to work in advertising to spot a vapid, unimaginative campaign, but it does make one all the more glaring. Such is the case with Starbucks’ shameless new "I am Starbucks" PR fluff-piece - a campaign only eclipsed in hackiness and unoriginality by the "How do you [name of product]?" campaign (as evidenced here).
Is Starbucks really fooling anyone? Seriously, what’s the point? As a means of helping them better understand (and market to) their customer, I offer the following:
"I am an unemployed freelance designer. I've checked my email 78 times today. I'm on my third cup of coffee. I am Starbucks."
"I'm homeless. It's warm in here. I am Starbucks."
"I had to go to the bathroom. I am Starbucks."
"I’m reading a well-reviewed contemporary novel, trying to look hip. I’m wearing a beret to hide my bald spot. Hopefully one of these young women will talk to me. I am Starbucks."
"I know I’m supposed to boycott large corporations and all, but regular coffee just isn’t strong enough anymore. I am Starbucks."
"This is what passes for culture in my suburb. I am Starbucks."