And, of course, this also applies to advertising. However, the digital age has brought about a real "shift": from product to people. "The power is not with the marketers anymore, it's with the audience." And since moviegoers can tweet after just a few minutes whether a film is worth seeing or just a waste of time, a radical idea is even circulating in Hollywood: "Gosh, we need to make good movies!" This little dig at the film industry is followed by a personal example from Will Smith of how technology is changing all of our lives: In the age of social media, where you can appear anywhere in a photo at any time, it has become almost impossible to risk a fling. He learned this from his son, who explained to him: "Dad, cheating is over. We now tell each other the truth." Applied to advertising, this means creating things that make sense to people and appeal to them honestly - "products that consider people and improve lives". A little "Ba-da-boum-woum" never hurts - as action star Will Smith admits with a grin.