I had no idea there was a “Boles University” (no, there really isn’t one) until I received the Best Ever Direct Mail Campaign (yes, there really is one) yesterday.
I turned over that 8″x6″ full color card in my hands for a full 15
minutes as I admired its advertising genius and incredible printing
process that goes against the grain of a mass market mentality.
There was no way to see the “Boles” part was separate from the rest of
the design. The “Boles” was embedded in the whole so much better than
the ill-conceived “Buy Our CafePress Logo Junk!” you see many online
retailers shilling to their customers.
I’m sure every “Boles” in the world received that special university
mailing but I was touched by the evil ingenuity of its advertising
If I owned more than half a mind I just might buy a hoody or two after
I figure how to charge tuition for enrollment in a university made of
ink and cloth and filled by a faculty with feet of sneakers. The ivory
tower has nothing on the embroidered baseball cap!