“Michael Kraus saw the alert about the long taxi line. So he called his brother who lives nearby and got a ride home. Now he owes him a turkey sandwich.”

So advertising is about imagining potential futures. It is about hope, and aspirations and dreams. Is getting a ride home from the airport all those ad people could imagine using their service for? How about finding the subway station so they could take public transport. Now that would be something for the “community.”