OMG! Kids have money, love text messaging

A spat of upcoming ad campaigns, including Degree deodorant for teen girl's "OMG! Moments," are going to feature text-messaging slang marketed at the youth of America. Since parents clearly don't understand what the hell their kids are talking about these days anyway (note the success of Juno: "They talk so funny!"), companies figure that they might as well go straight to the source and try to stay fresh and fly with the kids. Are kids still saying fresh and fly?

"We wanted to show the teens that we understand them and know how they communicate with their friends," says David Lang, president of WPP Group's MindShare Entertainment, which created the print, TV and online effort.

Marketers Try to Be 'Kewl' With Text-Message Lingo