A new tactic in advertising being used is to blur the line between the advertising and the desirable content. These ads aren’t intended to just fill the holes between the content but be perceived and distributed as part of the content itself. Banners on myspace advertise ring tones and you’ll get a free ring tone if you’re able to slap the sumo’s belly faster than your opponent. These ads/games are often just as fun as the site itself and fits into the emotion experience that myspace creates. A company called Massive is developing ways to place ads into video games since young males are no longer being reached through television. Here a TV ad for Toyota uses the game World of Warcraft to advertise the emotional experience of driving a truck to young males. The truck battles a dragon and returns to the group with the dragon’s beating heart its bed, worthy of bragging rights. Dove created a string of commercials that proclaim themselves as films. The label of being a film is more positive than having the negative label of being a commercial.