Brand Immersion: Advertising that is Of Service...

I've been thinking lately about ways in which brands can be of service in every form they take - especially in advertising. There is a flurry of writing and thinking being done, especially in the digital word around the notions of branded utilities. And I've heard more than once this month that applications are the new advertising.

Here's a fantastic example of a brand being of service through its advertising. Charmin is gifting the city of New York with toilets in Time Square for the holidays. My question to P&G is why not make it permanent?

For more on the story about Charmin - check out the story in the New York Times http://www.nytimes.com/2006/11/15/business/media/15adco.html?_r=1&oref=slogin

For more on branded utility see PSFK
http://www.psfk.com/2006/11/branded_utility_9.html