David Emery Online

Open-washing and the Camel Open Circle …Jerk

21 March 2009

Camel doesn’t really believe in openness — let alone grok the concept — let alone give a shit about openness — but since all the cool kids are doing it, they’re happy to co-opt the label to win points. Let the backfire begin.

At the height of cynicism, we have a company whose primary business is architecting new schemes to kill people with their death products, aligning their brand with “openness”. Consider the line crossed.

I don’t get how Camel – or their agency – thought that this work. ‘Open’ has jumped the shark quite thoroughly, although whether it was actually anything other then a pointless buzzword (see ’2.0’) is up for debate.