The boundaries of advertising continue to be pushed, or should I say blurred. These McDonald's ads were embedded into the editorial of a Canadian newspaper by changing the color of the text. Perfect execution by Cossette Atlantic/Canada. Simple, but I'm sure hard to pull off. While this approach succeeds in cutting through the current clutter, and while its novelty might make the consumer "smile" (for now), I have to wonder what kind of backlash we will see when newspapers, magazines, movies, music, video games and all forms of media become just part of another ad. Oh wait, we might have already reached that point.