One of Canada's biggest media companies is giving its readers the finger — but it's not what you might think.
Postmedia rolled out a cheeky ad campaign with fingers mussed up as people in an effort to show how many ways readers can access the company's content in the digital age.
But the "finger family" started trending on social media after ex-journalist Steve Ladurantaye tweeted about it on Tuesday.
Good lord Postmedia, you're scaring the children. pic.twitter.com/qK86rZmQHo— Steve Ladurantaye (@sladurantaye) January 5, 2016
Meet the Postmedia Finger Family. pic.twitter.com/GJeR39k9oE— Steve Ladurantaye (@sladurantaye) January 5, 2016
And he wasn't the only one talking about it.
— Yvonne Pilon (@YvonnePilon) January 5, 2016
The tweets baffled at least one Postmedia employee, who noted that the ads started circulating last September.
Why is the the Postmedia finger person campaign popping up today? Has been going for at least eight or nine months.— Daniel Kaszor (@dkaszor) January 5, 2016
(One couldn't help but think of "Thumb Wars.")
The unusual ads promoted Postmedia's revamped, "four-platform" experience on tablets, smartphones, laptops, and in print.
The campaign was published in the Montreal Gazette, Ottawa Citizen, Edmonton Journal, and Calgary Herald last year, Marketing Magazine reported.
Toronto-based agency Sid Lee designed the ads, titled "At Your Fingertips."
Here are a few more tweets mocking the ads:
And it's PostMedia's middle finger, people pic.twitter.com/BtohLO60Au— Tracey Kent (@TraceyKent) January 5, 2016
@sladurantaye Postmedia. Giving You the Finger Every Day.— Heather Mallick (@HeatherMallick) January 5, 2016
OMG this Postmedia finger fest is the most frightening and hilarious thing at the same time. https://t.co/39Z82IuYFC— Sarah Head (@heradasha) January 5, 2016
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