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Shoe Marketer XC4 Juxtaposes Comfort With Humiliation

The brand of men's comfort shoes asked people to share their most uncomfortable moments in an online contest and promoting it with banner ads such as, "Uncomfortable is: Being selected for additional airport screening. Comfortable is: XC4."

The unofficial winner: "Uncomfortable is realizing that the macadamia nuts on the table used to be covered in chocolate until your father, who has no teeth, was finished with them. This realization occurs after having had a handful."

Read the whole story at New York Times »

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