Check out this link.
Best piece of thinking I've read in a long time.
So are you a prog or punk fan? I like a bit of both in my comms, though punk advertising should be on the way back.
I'm going to think about some comms which is punk (Tango, Pot Noodle) and some which isn't (current Orange, MoreThan, T Mobile, MOST mobile phone ads, HSBloodyC) and write something of worth at some point during this week.. but for now, enjoy Mark's thinking.