Well, it is big.

I couldn't stop laughing at the big ad from Carlton Draught.

Here's a great example of a smart advertising company designing advertisements pitched squarely at people who have grown up in an advertising saturated world, and know that advertising is trying to trick us.

We're smart consumers, who aren't easily conned. TV advertising is becoming progressively less effective, because we aren't as easily manipulated as previous generations.

By being honest with us, they win us over. They don't take themselves at all seriously, and the end result is that we end up warming to them.

(and posting about their ads on our blogs. Oh no, you can't manipulate me...)