Ever Been Asked to Find ‘The Next Shit’? This Ad Will Speak to Your Soul

A Swedish retailer brilliantly captures the eternal chase

Two coworkers hold a giant poop statue in an elevator
A team of colleagues furiously prototype "the next shit" to meet a boss' intense expectations. Happy F&B
Headshot of David Griner

Whether it’s a client or a boss, chances are you’ve gotten this mandate before: Figure out the next cool thing so we can have it first. Bring us…The Next Shit.

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
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