So. Santander's latest ad is all about the user generated content. I guess a bit like the iPhone campaign back in 2015 , which used customers' photos (taken on the iPhone 6) to promote the product. But it goes beyond that, since while the iPhone imagery was still aspirational, the Santander UCG is very unpolished – very "real." It's very clearly the next level of the drive towards "authenticity" in advertising. Most importantly though: what's next? Because now that almost everyone's telling real stories, no campaign in this vein will stand out any more. So is it back to artificed aspiration?