Cards Against Humanity — "Give Us Your Money"
A Black Friday stunt where the brand raised prices and asked customers to send $5 for literally nothing.
123Fig. 01 — Annotated creative
Black Friday is a category-wide race to the bottom on discounts. Cards Against Humanity ran the opposite stunt: raised prices, then later that year asked customers to pay $5 for a box labeled "Bullshit" containing actual cow manure.
The reversal frame is total — they did the opposite of the category playbook on the highest-volume shopping day of the year. The villain-naming is implicit: Black Friday itself, and the customers who treat shopping as a hobby.
The risk/edge is enormous and deliberate. They're basically daring their fans to feel stupid for buying. Most of them did, and posted about it, because the joke was that they were in on it.
It's sharp-elbowed because it's genuinely contemptuous of its own buyers in places. But the brand is built on that contempt-as-affection, so the audience reads it as a peer in-joke, not as being talked down to.