I’m all for creativity when it comes to new products, but once in a while something comes along that leaves even me scratching my head.

Like most everyone, I find the shoulder belt in my car to be a major pain in the ass.  I’m sure if I ever hit anything hard enough to need it  that I’ll be glad I have it, but the rest of the time it just chafes.  Apparently for at least part of the female population that chafing is more than just an irritation – it’s a major problem,  But not any more – thanks to the Tiddy Bear – a shoulder strap pad that’s not exactly like all the others.

We’ve all seen different types of pads used to ease the discomfort that shoulder pads cause – they became all the rage once manditory seat belt laws swept the nation.  Most of them are just clip-on pads, and some are even shaped like animals.  But that’s where the Tiddy Bear comes into its own. 

First, there’s the name.  According to the promo, the name was picked to be “memorable” right.  Just say it fast, and you realize it not only is the name of the product, but the piece of anatomy it’s designed to protect (insert childish snicker here).    Then there’s the positioning – it doesn’t face out, where others can enjoy the character.  Nope, Tiddy Bear faces inward, so he can bury his snout in your cleavage.

The guys over at AdSavvy, who understand marketing a lot better than I do, are clearly impressed with the campaign, if not the product:

Really though, Tiddy Bear thing is genius. They already sell high-quality seatbelt pads at Target for under 10 dollars. The makers of the Tiddy Bear took that idea, and made it shaped like a bear so they could use their ultra-hilarious double entendre name, and charged an extra 5 bucks. Well played, makers of the Tiddy Bear Comfort Strap, well played.

Now, I appreciate a good sexual double entendre as much as the next guy – remember, I’m the guy with the busty mousepad.  But this one really takes the cake.  It’s going viral these days, so I’m not sure if units are really selling or it’s just getting a lot of press.  But it seems to me like this is their moment to shine, and take advantage of the buzz.  Obviously, the next step is to release a smaller version for young women - the PedoBear …