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A Toast to the Press

March 12, 2007 12:00 AM

Item: Toaster

Company: Fox

Promoting: "The Wedding Bells"

Comment: Genuinely clever. Wrapped in expensive paper and white bow, Fox's choice of a cheap brand (Proctor-Silex) for the cliched wedding gift serves to heighten the irony. Perhaps they went a tad too cheap, however: 95,000 Proctor-Silex toasters were recalled a few years ago for starting kitchen fires. Let's assume the intentions of Fox's marketing department were benevolent, and that they did not secretly intend to cause a string of breakfast tragedies to ensure the press never forgets "The Wedding Bells."