Either way, last autumn we had the pleasure of getting acquainted with ‘The Fun Theory’ by Volkswagen, where guerrilla activities around Stockholm where supposed to add humour to ordinary day-to-day activities such as taking the stairs or recycling bottles. The result was obviously heartwarming for everyone who saw the viral videos, to convey people becoming childishly attracted to playing the piano with their feet is nothing short of pure genius.

To be the brand who puts a smile on its audience’s face seems to be the number one priority these days. To entice people to look at the bright side of life (we certainly need it) is a far better approach than the slight apocalyptic aftertaste one got after 2008, the year of Greenwashing. However, it's far from uncomplicated and it’s easy to hop on the cliché merry-go-round and throw platitudes on the importance of smiling. Or as Paul Smith said, in his Joywashing collaboration with Evian last year, “life is about living young, being useful and enjoying every day, because every day is important”. What does that even mean?

Surely, we do need some sort of substance to be truly happy, or to paraphrase an old advertising wisdom: “Don't tell me to smile, show me why". Brands can show the many wondrous things there are in the world in a substantial way without using frivolous cheerleaders rhyming the word “joy”.

There's a prediction flying around that the trend of Joywashing will come to an end in 2010 to be replaced by a meatier and more sound one. Thus, we are eternal optimists.