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5. Push and Pull

Chapter 5. Push and Pull

Be still like a mountain and flow like a great river. —Lao Tzu

What do bananas, text books, and beach sand have in common? No, it’s not a joke, though the answer dwells in the borderlands between humor and horror. We’re talking about ambient advertising , and it’s funny and fascinating, until it crosses the line.

Originally known as fringe, buzz, stealth, or guerilla marketing, ambient advertising has gone mainstream. Specialty agencies such as Ambient Planet and Diabolical Liberties are helping to spread the word into every nook and cranny imaginable. Beer mats, bar toilets, pizza boxes, receipts, floors, cars, parks, and prescription pharmacy bags. Ads lurking in the holes on golf courses. Commercials carved in sand. Logos inscribed on foreheads. Everyday objects and nature itself are becoming channels for push media.


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