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Some clever new ads for Post Shredded Wheat are attempting to cash in on the stability and unwavering sameness of one of America’s oldest cereals. In an amusing speech from Frank Druffel, the company’s fictitious president, progress is bashed as being a “menace” and the almost complete lack of innovation is credited for the success of shredded wheat. Even though you can change up the size a bit and add frosting to one side, there’s only so much you can do to shredded wheat, so recognizing and marketing its most boring qualities is a pretty entertaining way to go.

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