In thinking about marketing today, what works and what doesn’t, I’ve become obsessed with the idea of “advertising fatigue.” It describes the feeling of apathy or distrust that so often arises when we encounter an ad today, in any of its forms. Today, Americans have become so familiar with the language, tropes, and tactics of marketing and advertising that to say an ad’s message frequently goes in one ear and out the other would be a gross understatement.