Breaking the rules of advertising works.

Advertising is dead. Nobody cares what a snack, a tonic water, a shoe or a hotel says. Unless what they say is worth listening to. In that case, the brand is capable of overpowering the speech of even the presidents of many countries, who have long since stopped saying things worth listening to.

Advertising is boring. First thing we block when we surf. Unless you turn your campaign into entertainment, in which case it is more capable of maintaining higher ratings than a football match and going viral.

Advertising generates rejection. Nothing is less credible than a brand that wants to make money out of your pocket. Nothing is less seductive than a brand that wants to take up your time to make absolutely irrelevant promises. Unless... it knows how to arouse emotions, that in its first 5 seconds makes you laugh, makes you cry, or helps you to believe in yourself again. If you're being jerked around like that, you'll be the one giving money to the brand without being asked for it.

The only way to save brands from advertising is to run away from advertising. It is by breaking the rules of what is known as advertising.

Because the only agent of change is change.