There’s really someting in this. The truth part. Funny thing is that yesterday I watched Crazy People, about the copy writer who starts telling the truth (Volvo – They’re boxy but good, their not sexy but who wants to be sexy nowadays, with all diseases going around…). It’s gone from glorified truth in 30 sec with a proposition, to on demand stuff and social networks. I don’t care about the media used to get the message through, but I bet you advertising 3.0 is good looking, fun but at the same time strictly informative. Because the way things are going (on demand, what you want when you want it life style) you’ll have brand entertainment and then brand information. That’s how I want it at least. Don’t know how, but it feels right.