Although this billboard for McDonald's seems to operate using subliminal messaging in that it doesn't explicitly say McDonald's anywhere. And I think this is the thing, we're gently guided in certain direction, in this case to buy fries. But on a much greater level, media is where citizenship is happening now, on social media, through 'brand conversations'. We feel like these are the areas where we are being listened to rather than through political channels. This is something I believe it's important to be aware of, especially as we are encouraged to have 'conversations' with brands.