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And I - erm, - "spit" on your beer!

One big advantage of e-paper over the ordinary kind is that it doesn't get wet and soggy. Where would you want paper to stay bright and clean?

That's easy: in a gents' urinal. Which is (says Wizmark) the obvious place to advertise beer.

Don't laugh. Wizmark would be easy to take the piss out of. It is too obviously a pisstake - except, the thing seems to be completely straight up. It suggests that you put the advert right down in the splash target area, and then surround the porcelain privy with public-address speakers.

You can't argue with the basic premise: "Discover Wizmark, the interactive urinal communicator, its advertising you can't help but look at. An idea so original, it has everyone talking. Wizmark is based on one unwritten rule of men's room etiquette; when using a urinal, never stare at the person next to you. "

Well, yes; but heck... never mind the question of whether you could read an advert covered in soggy fag-ends and yellow fluid - just ask yourself: who'd buy a beer you'd just pissed on?

Tags: gnat's piss, e-paper, pisstake