We now often use the name Einstein as an adjective for someone who is smart. And in this campaign for Values.com they manipulate this representation of smart people and intelligence and turn it back on the signifier that is signified by the sign, Albert Einstein himself. This provokes feelings of irony and humour by saying Albert Einstein was no Einstein (being an adjective for intelligence) in school. This is a common technique within advertising and it is cleverly used with effective results, hence why I have remembered this ad to be able to write about it.
