as a writer you have to be able to write as the brand dictates, even if that brand is a shallow asshole.

Brilliant..

You raise a great point Mike. Cars do exhibit a higher degree of brand loyalty than most products and it is a shame more ad firms aren’t more aware of this, especially for a premium brand like BMW.

I’d rather a poor advertising firm than a poor product. Mercedes-Benz have no-one to blame but themselves and the shocking downwards slide of their cars over the last 15 years.

You raise a great point Mike. Cars do exhibit a higher degree of brand loyalty than most products and it is a shame more ad firms aren’t more aware of this, especially for a premium brand like BMW.

I’d rather a poor advertising firm than a poor product. Mercedes-Benz have no-one to blame but themselves and the shocking downwards slide of their cars over the last 15 years.

I think it's because the nature of reading that BS has changed. In the past, we each would have consumed this message separately. We still might have gagged on it a little bit, but the overall positive impression would linger after the offending words had vanished from memory.

Today, media is simultaneously more ephemeral and more permanent. Idiotic self-importance is particularly prone to being mashed up and sent up.

The second you read the words, you know that somewhere out there somebody might have already picked up on the "Sensory Rejuvenation Chamber" crap and started making something hilarious out of it.

There has always been a back fence where we laughed about dumb things. Now that the back fence is digital, the laughter is louder and longer.

What does this new interaction mean for advertising and brands? I'm not really sure. Would make a fascinating case study, especially for a PR company.