What the flock? Pom's new campaign breaks the rules

This clever campaign is creating buzz with the controversial prhase, "what the flock." Created by the in-house agency for Roll Industries, I think this phrase will work its way into mainstream culture. NYC is the first market, and hope to see some of the out-of-home "live" this weekend. I bet the Anamoly folks are green with envy. (they launched Enviga).