An ad made an unexpected turn on the Wired site. It announced Wired partnering with Absolut to sponsor #TransformToday, a contest where Wired readers are invited to submit their dream text project for a chance to work on it with the "WIRED Insider." Nothing new, surely, but what is Absolut doing there? Alcohol and innovation anyone? The unsurprising truth being is that for Absolut this is nothing more than advertising, per usual. Still, brands can take cue: there are a lot of worthwhile causes and a lot of ways to make people's lives better, and if a brand's spending money on advertising, might as well chip in on a meaningful initiative, like endearing vodka to emerging tech entrepreneurs.