Like you, Joel, I've long been fascinated by corporate "image" advertising and spent the better part of my career selling to people who created these ads and believed them to be effective. Hell, I believed them to be effective as well. Now I am not so sure... in fact, I think the most likely conversation that will be created by this campaign will be along the lines of "did you see how much money IBM is spending on green advertising?" Particularly since the thinking here, by definition since it is advertising, and follows many of the rules set down long ago by the late, great David Ogilvy and others, is simplistic and one-directional, not conversational. In the connected world, the guy you're selling your ideas to is now insisting to be able to sell you back. If anything was proven by the recent election it is that the old campaign-based ways of selling your ideas are over. But I'm sure IBM will make the traditional media outlets happy ... and no doubt got a lot of placement bargains.