Problem: Current events frequently make their way into marketing. This concept, called "zeitgeist" - literally, "spirit of the times" - allows marketers to link their products or services to top-of-mind concerns. (For example, during election years, advertising might utilize a campaign theme. During recessionary periods, ads often focus on saving money.) Describe at least two companies which have utilized "zeitgeist" in their marketing. Why is this concept important to marketers?