Over the years, we've talked a lot about how advertising is content (and how content is advertising), and it's always nice to see cool examples that really demonstrate that in practice. Our friends over at NOTCOT are doing a fun little experiment with Bonobos pants, in which they're hiding little Bonobos Easter Eggs throughout the site, and offering prizes for people who find them. The end result? People who are interested are actively hunting for the content, which is clearly "advertising." It's not intrusive. It's not annoying. It's not deceptive. Instead, it's desired and it has users actively seeking it out. That's the quintessential goal, when you do a good job of hitting that point where advertising is good content -- when it has absolutely nothing to do with being intrusive or annoying at all, but rather is actively sought by an audience. It's the holy grail. Unfortunately, it's also something that's still difficult to convey to advertisers, who are too often afraid to try something new and creative. So kudos to NOTCOT and Bonobos for a fun campaign.