There is No Poop Fairy pitch named Best New Thing in the World by Rachel Maddow (VIDEO)

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Last night, MSNBC's Rachel Maddow named a press release the Best New Thing in the World -- but not just any press release. An amazing press release.

There's nothing ordinary about "There is No Poop Fairy," a Jefferson County Sheriff's Office campaign to get people to clean up after their dogs. After all, when was the last time a press release came complete with its own myth?

Here's the Poop Fairy's tale, as it were:

Like the Loch Ness Monster or Bigfoot, the fabled poop fairy has been the stuff of legend. Flying undetected in parks, neighborhoods and schoolyards, she was said to follow close behind dogs and their owners -- picking up what the dog left behind, before flying off to the next canine creation. A widespread belief that she existed seemed to reassure some that cleaning up after one's dog was sort of... optional.

Maddow shared this info -- and news found on the Poop Fairy Facebook page about volunteers in Poop Fairy T-shirts who'll be handing out poop bags from July 9-17 -- with a sort of unfeigned glee, opining that the anonymous Jeffco worker behind the campaign had likely been underutilized before now. Let us second that emotion.

Look below to see Maddow's bit, as well as the downloadable Poop Fairy poster -- which would be the perfect addition to any doghouse!

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More from our Videos archive: "Rachel Maddow: MSNBC host teaches America how to pronounce "Colorado" (VIDEO)."

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