This is genius. 37signals is already a strong brand, but only in a relatively narrow niche. This is an excellent way of marketing their new book to a much broad

This is genius. 37signals is already a strong brand, but only in a relatively narrow niche. This is an excellent way of marketing their new book to a much broader segment that doesn't necessarily know that they're behind ROR, or read their blog. There are several things worth noticing: 1) They create an "attack ad" on Karl Rove, thereby putting themselves on level with a much much bigger player and leveraging themselves onto a pedestal where they don't belong. They seem like big guys battling another big guy. They've used this tactic before comparing their product to Microsoft and Google as if they're equals. 2) They've picked one of the most unpopular people in America to attack. No-one will feel sorry for Rove, and everyone will love 37signals. 3) As stated above, they are sure to have this video passed around much larger circles than their normal reach allows them since it's funny, sarcastic and not about programming or project management. Everyone understands it. 4) It'll probably be controversial. This is a favorite tactic of 37signals, and if they're lucky they'll be on talkshows around the country getting free publicity for their book while telling the American public that Karl Rove's book is too long, written in a French font and thus isn't patriotic. I don't care much for their products but their marketing is absolutely amazing.