The word “authenticity” has been so overused in advertising, marketing and branding as to become almost meaningless today.  It’s got a nice ring to it, so people in our business use it for everything from the wacky YouTube-style comedy spot, to the gauzy, sentimental pharmaceutical campaign.  Of course, it’s a lot easier to talk about authenticity than it is to deliver genuine, intricately honest portraits of our world. When you get past the talk, we all know that the real thing just doesn’t come along very often, especially not in advertising.