At BusinessWeekOnline this week, Pallavi Gogoi writes about the success that ad campaigns like Dove's spots featuring the "everywoman" rather than supermodels are having in the industry. As the title of Gogoi's piece states, it looks like the reality "fad" that television has now become plagued with has made its way to the world of advertising - but if you start to think about it, it might be better off there. People are constantly looking for a reason why they should purchase products x,y, or z - in that just because so-and-so can wear it for an ad shoot doesn't mean it's a good buy. Now, the ultimate endorser - you - has made its way into commercials and branding. It's like the mixture of word of mouth from those you trust and Madison Avenue's finest.

So is this tactic here to stay, or will it fade away once everyone and their brother tries it on for size?