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In all businesses things go a little wonky at the height of summer. Interns take over, TV channels show the "commercial goes here" sign instead if the commercial that should have gone there (I managed to catch that on one of my old tapes, hilarious), at your favorite lunch place the median age of all employed suddenly drops with ten years, and newspapers in Sweden rewrite an insignificant non-story to death in a phenomena that has its own name: "Nyhetstorka" (news drought), as all the real journalists have kicked off their shoes and are relaxing in the sun somewhere. I think I have figured out what happens at all ad agencies right after the Cannes hangover and soon before the christmas cheer briefs hit our desks. The Super Heroes attack our collective ideabrain. See, last year That super hero angle is getting a bit tired, when I had seen it used for doing, very simple, good deeds: "You're a hero for turning off the water, or turning off the power. You're a local hero if you volunteer to help others like in this incredibly cheap (50 quid!) Scottish campaign. " Now here the hero is again. This time it's Mullen agency that at least had the brilliant idea to call up Adam West to lend his Batman-super-voice to our everyday heroes that take control over their economy. How far we've come, last year it was all save electricity and others, this year it's all about the money.