I believe this comment accurately depicts the significant impact that a strong marketing narrative can have on consumers, since it creates a sense of emotion, memory and a relationship to the specific brand. The Iliad campaign concept has an interesting angle because it uses nostalgia for the purpose of positioning the Illyria brand as superior to the 'big' brands, while also challenging the corporate entity/brand that has a monopoly on how the product is promoted. Advertising has the potential to transcend into areas such as law and ethics and I am looking forward to how this situation unfolds and what opportunities come on the horizon for other advertisers.