Google trademark policy change
Today, you can choose any word, trademarked or not, to trigger the display of your ad. That means you can set up an AdWord that targets big global brands and their products in any sector, for example Coca Cola, Shell, iPod, and Gucci. However, you still can't use the name of the brand in your ad text, unless you have permission from the brand's owner - but you can use it as a keyword. You can also bid on your own company or product names on Google and also on Yahoo and MSN.