Admittedly, we flirt with ‘above the line’ advertising media (magazine, newpaper, radio, etc.). Where we um, do the opposite of ‘flirt with’…is in the area of advertising that falls ‘below the line’ – where you least expect it but perhaps where it is most effective. Some people call it ‘guerrilla’, some call it ‘experiential ‘ – we call it the most fun, surprising and memorable stuff.