What do you think of the 2010 Pendoring theme?

The Pendoring 2010 Call for Entries campaign launched today, Friday, 4 June 2010. Conceptualised and created by Draftfcb, last year's Pendoring Prestige winners, the campaign theme is "Skep in die taal en bewys jou cool", in an attempt to take the Pendorings into a decidedly more modern era and away from its sometimes apologetic (please don't skeep my af) campaign themes. What do you think of the concept and execution?