One can't help but notice MTV's The Hills promotional campaigns cluttering subways and bus routes across England. You know the Hills - the one where two girlfriends fallout over their individual choice of lifestyle and relationship partners - somehow, these girls have miraculously turned this bollocks depth into what can only be described as 'rivelting' television.

I don't think MTV could have mastered its media message better than this particular campaign strap "Reality can be a bitch". I wonder which brain-box on the MTV communication team came up with that genius tag.

Whoever said nothing creative comes out when you're intoxicated during a brainstorm?

The big question as Season 4 unveils is, are we still interested in whether Lauren and Heidi will ever play pillow fight again? Will Audriana ever wake up and walk away from Justin? Will Whitney become the stylist that like styles major fashions shows?

If you care enough to watch come 5th October - just rememeber - this is reality.

Go marinade on this!

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