

But here's the thing: If it's relevant, if it's something you need
to know, it's not advertising – it's news. If it makes you smile, rewind and
play it again, and forward it to a friend, it's not advertising – it's
entertainment. If it makes your heart thump, pushes you back in your chair
and draws out a long slow breath, it's not advertising – it's art.
If it's a two-way exchange, with someone you trust, that takes on a life of
its own, it's not advertising – it's a conversation.
You get the point. Advertising works best when it's not advertising
at all. But for that kind of un-advertising, you'd need an un-agency.

