Last night on the Colbert Report, there were bunch of ads for Miracle Whip. For those what just came in, the backstory is: Colbert and his writers picked up on those annoying hipster Miracle Whip ads and made up a mocking pro-mayo response ad. Okay, so I have to give the Miracle Whip ad team credit for picking up on the Colbert mockery and running with it. But I just really can't wholly get behind them. The whole campaign just grates on me. It's so smugly meta. It's self-consciously self-consciously hip. Everything about it is in air quotes. Even the air quotes are in air quotes. Hey, hey, we're hipsters eating Miracle Whip. Except we really don't think it's hip to eat sandwich spreads. We know you don't think it's hip. But we think it's hip to pretend that we think it's hip. At the end of the day, it's all just about moving those units.