The document discusses how advertising is changing and may no longer be called advertising in the future. It provides examples of creative advertising campaigns from various brands like Old Spice, Gatorade, Tropicana, Livestrong, IKEA, Heineken, Bud Light and others that used fresh ideas and techniques beyond traditional advertising. The clients in one case took a show away because the creative work went beyond what was expected. Overall it advocates that any media or technique can work if creative thinking and new ideas are used at the heart of the work.