If you got time to read, read this

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Is this a message that any marketeer anywhere in the world would intentionally want to associate his/her brand with? Am I loosing my mind or am simply being too idealistic?

This message is printed on bookmarks given to attendees during last night's Lynx Advertising Awards in Dubai as part of a sponsor's promotional campaign.

So, in other words, the advertising world is being encouraged to stop reading. Well, if they did, they'd start a trend that would eventually lead to them becoming redundant.

Clever marketing? Clearly not.