You may have seen the heartbreaking sixty-second story: an old man takes his lovely little fluffy white dog for a walk to deliver a bunch of flowers. It transpires he is delivering the flowers to the graveside of lost loved one. The dog comforts him with a lick and they eat dinner together, with the man preparing the dog's favourite meal, Cesar.
Native advertising is one of the buzz words of the moment and it generally provokes one of two reactions. Either a sense of confusion, or the feeling that it's an over-hyped phrase which is just a new way of describing what we do already - creating advertising which is relevant to the editorial experience.
Y'know the Lynx advert? Where the guy simply applies anti-perspirant and women flock to him. Well, it's bollocks. Total bollocks in-fact. I've been through plenty of cans in my time, from Africa to Java and back again, and I can tell you, with my hand on my armpits, that paying an extra quid-fifty for Lynx deodorant is money wasted
Given that human beings neither could, nor perhaps should, ever be wholly free from all stereotypes - whether about lions or a group of hooded young men or even about ageing - it matters that we don't reinforce negative and unfounded stereotypes that might have a detrimental effect on our own and others' behavior towards us.
TV advertising funds the programmes we watch. Without this revenue, many of our favourite TV programmes would never have been made. As consumers, we know that we must be advertised to, but it's important that advertisers work with the available technology to give us a seamless viewing experience whilst promoting the interests of the brands they represent.
Instead of bleating about journalism selling its soul to the dark forces of PR et al, let's instead celebrate how journalists can help increase the profits at the companies that pay their salaries and supplement hard-hitting investigations - by doing what they're doing already. Just without getting sand in their shoes.
With the first signs of economic recovery beginning to look like a reality, business leaders across the UK are entering a new phase of cautious optimism. Manufacturing revenues and employment figures are rising; advertising spend has bounced back to pre-recession levels. For the first time in a long time, there is light at the end of the tunnel.