Everyone is struggling to define, classify and categorize digital advertising. Trying to break down digital advertising is an arduous task that is, cliché coming, changing by the minute. Ad agencies and companies are taking many approaches, trying to win the race to figure out how the digital world works and where advertising fits into it. Toyota’s World of Warcraft ad campaign has an underlying advertising technique that is subtle but incredibly interesting. These advertisements (see below) are TV spots that run during prime time. On first analysis it is a bit confusing. It seems that the audience for these ads is gamers. But wait, why would gamers be interested in buying a new truck? Wouldn’t gamers be more interested in ...