Many companies are using the words 'simple' or 'simplicity' in their advertising at the moment. Few would be as dedicated to actually 'living' these statements as Philips seem to be. This story demonstrates what a genuine focus on simplicity can turn up. Briefly, Philips have bought the front pages of Time Warners magazine range – not so they can run ads, but so the magazines can put their contents pages just inside the cover, where they are easier to find and use for their readers.
Yes, it's probably a bit of a short term gimmick, but it nevertheless demonstrates how you can see things differently when you have an eye open for 'simple' opportunities.
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