Sure everyone's aware of the Snickers story doing the rounds at the mo. But just in case here's the gist: Snickers 'hack' a celeb's Twitter profile posting Tweets that appear to be incongruous with that user's house style.

Jordan, for example, Tweeted that Chinese leaders are likely to loosen monetary policy to stimulate growth. A few other surprisingly fiscally-minded Tweets followed, before a Twitpic popped up with said celeb holding a Snickers with the tagline 'you're not you when you're hungry'.

The bit that's confusing me is why this campaign is being positioned as a fail or backfire by some in the digital media. One (fairly spurious) reason being that it's insulting to Jordan. Well, I'm sure she's dead pleased that the digital media is mobilising to support her - but she shouldn't be surprised - such has been the unflinching nature of their support for her and her work in recent years. Further, if Jordan is in on the joke then why is it a problem? Surely they're not concerned that Jordan is... *gasp* ...being manipulated at the hands of Snickers? Poor, naive, non media-savvy individual that she is.

Anyway, let's be real; Jordan doesn't generally tweet about the fiscal policies of the world's super powers, and that doesn't necessarily make her stupid. Which is the point of the joke.

It seems to me that this is more about a 'Fail' story being more interesting than a success story, than it is about providing a genuine insight on a brand campaign. I have noticed this more and more in the digital media recently, this desire to chase the fail, over-analysing campaigns to urgently seek out the most negative stance. I understand that analysis is what they do, but let's not forget that the average consumer won't be arsed to dig that deep (and who can blame them?).

Snickers should be applauded for doing something a bit different, and for successfully causing buzz about their brand - something which is mentioned in an irony free manner by many of the articles I have read. Moreover, as far as I can see, the only real negative buzz is that which has been created by the media.

Maybe it's an overly personal viewpoint, but I just don't like brands that have stuck their necks out being run down in the media for doing so. Let's save that for agencies that send dead goldfish to the media or whatever.

NB: As far as Octopus is concerned you won't be seeing our Twitter handle posting or RTing any 'Fail' stories

Tommy