Another Brave Man: Instructables' Wilhelm Tries Sprint Cut

Eric Wilhelm, the CEO and Chief Project Doer at Instrucables, recently accepted ads from Sprint on his site — ads promoting “Sprint Cuts” at Sprint’s site. Then, in his words, “After watching the ‘Sprint Cut’ on how to peel an egg at I was intrigued. I thought this might be useful for Tim and me considering how many hardboiled eggs we eat. So we gave it shot. Results are below…. We’re not certain whether it belongs in Handy Tricks or How Not To…” Here’s the post.

Instructables Sprint CutThe post also includes a disclosure, “Sprint is an advertiser on Instructables, and is part of their advertising.” To be clear, Sprint and their agencies (Goodby and Mindshare) bought ads on Instructables, but did not ask for or expect any coverage on Instructables. Instead, the fact that Eric tried his hand at one of the short-cuts featured in Sprint’s advertising is an unexpected (if wonderful) outcome to a well-crafted creative concept. Among the 40 comments submitted to this post, I couldn’t find anything negative toward Eric, Instructables or Sprint. Nor could I find anyone who seemed confused or upset that Sprint made its way from the advertising section to the main projects section of the site.

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