Here's a raised glass to the folks at the AdPulp blog.

Always a good read, lately it's become particularly good. They are posting with attitude and I like it. Today, danny g comments

A NYC agency called Anomaly was started last year amidst a barrage of hype and sycophantic press releases, which claimed the agency's founders "decry tradition and embrace revolution."

So the entire ad industry has been waiting for the first fruit of this revolution.

Well, according to Adweek they're breaking their first work for Dasani, a bottled water brand owned by Coke. And indeed, it's revolutionary—the work consists of little mini-movies that the Anomaly folks are calling "spots." Each "spot" is 30 seconds long, which fits the format now embraced by the newfangled medium called "television."

Wow. That's frickin' genius. Vive la revolucion!