Not just since the death of Bin Laden has it been known that the Americans think more in a martial sense than Europeans. In this respect, it is not surprising that Garmin has produced an advertising clip for sport appliances, referencing war. For European viewers it is definitely difficult to understand how a soldier and a runner can be virtually placed on the same level.

At Saatchi & Saatchi someone had a “magnificent” idea to start a really special viral campaign for Toyota Matrix. With “YourOtherYou” the point was to play a prank on a friend. In order to do this, the participants could feed fictitious hooligan, Sebastian Bowler, with information about a particular person. Subsequently the subject received fake e-mails, in which partially severe threats were launched.