Moving Out of the Box

It’s not difficult at all to think of a handful of commercials, print ads, or radio advertisements that pinpoint thought-provoking issues and use visuals that would have shocked twentieth-century branders and consumers. Some of the out-of-the-box cyberbrands are making noise.’s print advertisement is clever, with a young man wrapped in a towel (it appears as if he has just showered) and a young woman sitting on a chair in her underwear mesmerized by her laptop screen (she’s relaxed and logged onto The ad leads the consumer to believe that visiting is just as satisfying as smoking a cigarette, let’s say, after being intimate with that special someone. Then, there’s the UPS commercial, ...

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