What do yout think of this ad?

This Sunday’s Parade Magazine newspaper insert has an eye catching ad for Post Shredded Wheat. There is a small inconspicuous picture of the product in the corner and a large attention grabbing header:
Progress Is Overrated

There is a picture of the person supposing narrating the ad, Frank Druffel.

Here is the start of the text for the ad (I have no financial interest in Post)

Has progress taken us to a better place?

I’d say it’s taken us for a ride (Probably in a carbon-coughing guzzler.)

Honestly, what thanks do we owe progress? Just ask the Pharoahs. No sooner had they built those jumbo triangles and giant cement cats than they flushed themselves down the Nile.

The ad goes on to say how Post has kept Shredded Wheat simple and gives a slogan of “We put the ‘no’ in innovation.”

What are we to make of this? I did a Web search and found tie-ins on YouTube and Twitter, so this is apparently a serious campaign. Are we supposed to take it seriously? It seems to be written very tongue in cheek. Is the ad directed at senior citizens familiar with the product or neo-Luddites? Are we actually supposed to imagine a branch of Post as a mom and pop company?

I don’t get it. I think the ad is too cute for its own good.