As some of you will know, I am currently working on an academic book about 2012. If you haven’t already heard about 2012 you soon will, as it’s coming to a multiplex cinema near you. Recently, the hype has started to reach TV sets across America with the above hoax advert for the Institute of Human Continuity, a marketing device for an upcoming 2012 movie. A bit of fun? Maybe. But as Discover magazine notes, “people are really getting scared about this bilge — and a lot of them are kids who don’t yet have the critical thinking skills to be able to see through all this”.