Advertising agencies in the Detroit market oftentimes have trouble recruiting. Blame it on the brutal Michigan winters, a tough creative climate, and the general reputation Detroit has, both nationally and globally.

This viral campaign was launched with one goal in mind. Get people talking about the new JWT in Detroit. By having the audacity to poke fun at our perceived marketing problems, we let people know things are not all gloom and doom in Detroit. There is great work to be done and we have a sense of humour as we go about doing it.