FGC had a series of comedy idents on both YouTube and Channel 4.

TTF is website-based with online games such as 'cocaine basement' and 'spliff pinball', also an informative and accessible approach for target audience - they can communicate via text, email or live chat. Secondary audience of adults can download PDF fact sheets. Tech has enabled community posts - "Imagined Communities - and is accessible on mobile devices.

Advertising campaigns are supported with online advertising and content to appeal to more active audiences and “prosumers”. Viral marketing has become an increasing important part of advertising campaigns.

to think that Britain is uptight, unsociable and stressed and incompetent with relationships, non-confrontational, dreaming of a holiday in the sun to get away from problems

In a juxtaposed shot between Brad and Dan reclining on deck chairs to a visibly stressed British caller, who is worrying about his girlfriend's 'haircut' (transparent narrative). His stressed expression coupled with "Well I can't lie?!" shows his visible stress, and Brad/Dan's advice: “make sure you care about other peoples’ feelings.” seems obvious but isn't to an incompetent Brit.

In what advert, Dean 'from Cyprus' is on holiday with the backdrop of holiday mise-en-scene, and Dean looks uncomfortable awaiting his friend: won't just confront him upfront. Suggests even the idyllic lifestyle does not rid Brits of their problems.

Adidas did 1-day takeovers of popular sites, YouTube, MSN and sports websites to bring together "sport, street and style" and appeal to digital natives. Facebook likers had access to Adidas competitions to be featured on the advert and those in 'hypercommunities', formed on WhatsApp, had access to exclusive content. Celebrity endorses took to Twitter to spread the campaign - but are expected to put #Ad as a general UGC policy.

Adidas did 1-day takeovers of popular sites, YouTube, MSN and sports websites to bring together "sport, street and style" and appeal to digital natives. Facebook likers had access to Adidas competitions to be featured on the advert and those in 'hypercommunities', formed on WhatsApp, had access to exclusive content. Celebrity endorses took to Twitter to spread the campaign - but are expected to put #Ad as a general UGC policy.

Objectifies women, appealing to the Male Gaze and furthering their dominant position in a care free, idyllic lifestyle Brad and Dan endorse. Rapport built between the two Australians and the audience through 'synthetic personalisation' (Fairclough) with language choice like "mate". Effectively targets internet users and 'participation culture' with ambient technology e.g. interactive bus stops.

Sense of Escapism to a fictitious world of no problems (B&K, 1974), Transparency (Dyer 1992) with self-contained narratives and easy-going, casual problems.

Their claim that they are unbiased and encourage 'talking about drugs' can remove the stigma and allow children to be comfortable with it; likewise, parents will be less likely to feel a Moral Panic. There are elements of comedy to utilise the "e" factor with Spliff Pinball and Mitchell (Celebrity endorsement) as the mule dog. 'Frank' can be part of 'synthetic personalisation' as he remains anonymous yet trustworthy, an imagined person in the audience's head.

Sense of personal identity (B&K) with the feature of regular teenagers wearing conventional, casual wear and the regular settings of a club that are familiar to the audience. It provides a source of information to update and inform/educate audience.

Uses celebrity endorsement by contrasting images of everyday people with the brand and the celebrity - "Fusion of recognition". The "All In" message creates a bond between the campaign and the audience, reinforcing 'synthetic personalisation' and 'hypercommunitites' as part of being something bigger than themselves. The adverts high prod. values and exotic locations effectively target the audience in bringing their vitality and exotic locations.

The upbeat and positive message relates to Dyer's Energy and Intensity. The cross-cut between different locations across the world are exciting, and the positive non-diegetic song creates a feeling of morale; non-verbal codes: smiling faces. Life is exciting.

They were the first to utilise technology in an ambient setting with interactive bus stops that allowed the public to superimpose their own faces on Brad and Dan, to be uploaded to Facebook. The campaign uses the "E" factor (Wolf) through tech. with their own website, as audience could log on as a 'caller' and receive a video message from Brad and Dan, that could be shared on Facebook. Supports "imagined communities" (moore)