How do you create co-op ads with bite?

I didn’t pay much attention to the press about Gawker “acquiring” the blog BloodCopy or the minor backlash it caused.
But I love the ads on the site:


Hope they’re running other places.
(Update: Saw one of the Mini ads on this phone booth.)


HBO has a long history of doing ads for fake products to promote their shows. But getting real brands in on the act takes it to another level.




Details on the campaign here.