I'm not gonna lie: I'm pretty fired up for the Green Lantern movie. 

When I was a kid, comic books were totally my thing. I loved Hal Jordan and his alter ego. (Um, let's not talk about the fact that I had 2,500 comic books which I sold to a store for $150—I thought I was freaking rich. Today, they'd be worth $10,000--at least. Sigh.)

Embarrassingly, I still remember the credo of the Lantern Corp:

In brightest day, in blackest night,

No evil shall escape my sight

Let those who worship evil's might,

Beware my power... Green Lantern's light!

Am I loser? Duh. But let's move on. For those who don't know, the cool thing about the Green Lantern is that whatever he thinks then comes to life through a green beam emanating from his ring. 

“Hey look, a bad dude running away!” No worries: The Green Lantern just envisions a giant green mallet pounding the guy on his head. Bam. Game over.

As time’s gone on and all these superhero movies have been made, I knew eventually a Green Lantern flick would hit the big screen. I knew that as soon as special effects were good enough to where a film could truly do the ring justice and bring it to life like they did in the comics, somebody would be all over it. Movie effects are incredible now, right? And so now here we are. Good bad or otherwise, I can't wait.

OK, so now I'm five paragraphs in and you're thinking, "Thanks for the movie preview, Lane. Exactly what does this have to do with advertising?" 

Well, everything.

Today, more than any other time in the history of this industry, we can do things that once seemed impossible and implausible. I'm not talking about special effects. I'm talking about reaching consumers in surprising ways, in surprising locations, with unique, relevant messages, and helping clients engage with their customers like never before. 

This is a great time to be in this business. The challenges are many. The obstacles are plenty. But the opportunities are remarkable. 

Today, the only thing we're limited by is the limits of our own imagination. Let the envelope pushing continue.

Today, hitting customers over the head with a big green mallet isn't as easy as it used to be. But boy, it's a whole lot of fun.