Imagine with me...
Imagine a group of friends in a sports bar. A commercial for a local bank comes on. The TV spot actually serves up a debate over Western materialism. Imagine the friends talking about where they spend their paychecks, and what they'd give up if they had to -- over the next three rounds of beer and two hours.
Imagine a morning commuter, waiting at a traffic light. The driver notices a new billboard from a soft drink company that is promoting the fact that their product is made of sustainable materials by people who aren't sweatshop slaves. Imagine that driver talking to their co-workers about that soft drink company just before they leave for lunch.
Imagine a teenager at home watching his favorite sitcom. A commercial comes on for jeans that tells young men that any girl who wears her jeans and tops this tight has serious emotional self-image problems and obviously looks at the world with a most shallow eye. Imagine that teenager starting a chat room or IM discussion with several trusted online buddies about fashion, sex and insecurity.
Imagine brands that stood for issues that people argued about, cared about and thought about. Imagine brands that dared to go deeper into the human condition.
Imagine a day where people everywhere connected with each other on a fundamental level. Where people connected with brands, but with longer-lasting, more positive effects than "Ha ha ha.... that commercial was really funny."
Imagine that world.
It's a world waiting to be born on your next blank page. And in your next client meeting.