Sometimes you see an ad and all you think is "what were they thinking?" I saw one of those yesterday while riding the Metro. When I got off the train at Metro Center, I noticed that Macy's had purchased all the ad placements in the station. All the ads were similar: Macy's items, red background,  with the copy: Be ______, ie Be beautiful....Be thankful...you get the picture.

Not the most groundbreaking ad campaign, but that's for another day. There was one that caught my attention. "Be unique" the copy read.

Macy's wants me and you, and everyone else, to be unique...by buying their mass-produced goods after viewing their mass-produced ad. In other words, Macy's is telling us that we should be unique, just like everyone else. What forward thinking.