Four questions about the communication panorama. These are the starting points dealing with the four multisubject commercials as the intro to the UPA Summit 2009 “Everything is changing. Let’s change everything?”. They don’t make any pretence to give answer but actually do something even more important: marking binaries for a global stimulating debate by using irony and cleverness.In the winds of change, the market has to create new strategies and overcome important challenges. While looking for a brand new identity.