I saw a great quote today: "People who live near train lines find ways to adjust to the noise... consumers have begun to treat encroaching advertising just like those trains." This is exactly how I feel about advertising as a consumer. Every day we get better and better at blocking intrusive advertising from our lives.
"If you talked to people the way some advertising talks to people, they'd punch you in the face" (Futurelab)
I strongly believe that advertisers need to focus on finding new ways to get through to consumers by creating stuff that people actually want. A great example of this some work from our friends at Ogilvy & Mather Paris, who made these stunning TVCs for Scrabble:
The ads got an exceptional response - both online and offline. The videos went viral on Youtube and have so far had over 200,000 views.
(Also see this interview with the Art Director who worked on the campaign, which I found quite interesting)