There was a time when agencies would work closely with clients and through bilateral working relationships, developed an implicit chemistry for marketing products and services. When social marketing begin ploughing through the way we advertise brands, it changes the mechanics of how we see ourselves believing in brands again. Despite word of mouth marketing being a widely used method of convincing consumers, not many has taken a deep thought as to why it is possess such viral effectivity. The reason has always been ‘trust’. With trust, people loosen their guard and they tend to allow brands to actually ‘interrupt’ and begin the cognitive selling process. Toyota came out with the ‘Try my Hybrid’ campaign in Norway, leveraging on social media via the mobile environment. Showing real Toyota Hybrid owners, they allowed others to take their Toyota Hybrid for a ride with no strings attached. This generated massive traction and instantly became a hit. I guess nothing beats a real test drive from a sincere ‘salesman’. In this case, a real Toyota Hybrid driver. Realvertising.