Lies Well Disguised: Trend School at Soho House

94 years ago, liar H.K. McCann launched his NYC ad agency with the slogan "Truth Well Told." That was a big fat lie. Advertising copywriter Copyranter brings you instances of advertising lies and the lying liars who sell them.

Once every month, several hip New York teenagers shuffle into the Soho House, the Meatpacking House of Style, to share their sublime understanding of What Is Cool These Days with ad and marketing execs—who pay $2,500 for the one-day chat sessions. They're paying to hear Aaron talk about his favorite Jordan sneakers; to view Jennie's hand-knit Bart Simpson blanket; to find out about James's blogs (Christ). Welcome to Trend School, the consistently sold-out event hosted by CAA's trend-tracking unit, the Intelligence Group.

Apparently feeling like lost bleating sheep, executives from Conde Nast, HBO and People have already shown up at the School to learn about web trends, new bands, new words, and video gaming—the clueless dweebs even got a chance to play with an actual Nintendo Wii! Wee!

"The idea is to take yourself out of the daily grind, get out from behind the spreadsheets and only thinking about your world and your challenges. Let us give you an immersion (Christ) into what's happening in their world," said Intelligence Group founder and President Jane Buckingham.

Said repeat "graduate" Jeff Anulewicz of Carlson Marketing, "[The] first time there were a lot of 'aha' kind of moments, but the second time it was a lot less eye-opening and more confirmation of 'OK, we're tracking that.'"

Aforementioned Cool Kid and nonsmoker Jennie cited Camel as a brand that gets it. She raved about their most recent print executions that use a Brooklyn tattoo artist to ink the ads and pack design.

The Trend School has been so popular that the Intelligence Group is introducing..."Trend Safaris," where the Kids and Stiffs will spend a day roaming the Streets in search of Cool.

Suggested next step: Ad agencies/marketers can adopt Street Kids and let them live at the company in exchange for once-a-day briefings.

Previously: Ad Icon Sitcoms