The Guardian adds its own entry to the self-depreciation pantheon

On this blog, I have already wrote about self-depreciation in advertising (here), it is indeed, an art - not everyone has the courage to delve into. For all their self-importance, Lebanese brands rarely trod that route, but hey Roadster came and saved the day (here). Which brings us to The Guardian. "Support the most misanthropic publication on earth" (as part of their widely successful reader-funded support campaign). How come "misanthropic"? Well, a certain "Elon Musk" thinks so. So why not use his words against him in a very dry British humor masterpiece. And yes, it works - splendidly.

Roadster - fajita nachos self-depreciation is a winner

I have spoken about the subtle art of self-depreciation in advertising prior (here). Roadster has just added a gem to the annals. While talking about how good their fajita is, they managed to do a smart take on themselves, on the audience, and in extenso on the fajitas themselves.

"80% of people gave our fajita nachos a 10. But those are the same 80% who re-elected our politicans. You be the judge"

I mean seriously, is there any better dig on all fronts?