And speaking of paradigm changes... sometimes the roles reverse and it’s the “Consumer 2.0′′ himself doing well what the agencies are up to.

One of the most spoken announcements in the American presidential was not made at the request of any of the candidates nor even passed on television. But the “Word of Mouse” effect has been seen millions of times and has already been news.... on the news.

Originally an “anonymous” advertising was actually created by Phil de Vellis who made the entire announcement, alone, on his computer, from an ad that was already a classic: Apple “1984′′.