Use me.

We've been churning through various proposals lately, and there seems to be this common thread of a desire for "usefulness" or utility in all. In some cases it's blatant and in others it lies just beneath the surface. But as Martha would say, "It's a good thing," this desire to create useful advertising-like objects.

The old Bernbach Paradigm springs to mind here, but with a twist. (Bold words ours.)

"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and if what you're saying isn't timely or relavent to their individual needs, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting or interactive or communal or responsive, and you won't be interesting or interactive or communal unless you say things imaginatively, originally, freshly and allow them to respond in kind."

It's likely not enough to simply state your case, however imaginately, these days. Advertising that creates impact now creates utility and compells interaction.

What do you think?