Last week, I had the great fortune of going to TED in person after watching the talks online for years.
As a marketer, I was struck by a TED project called “Ads Worth Spreading“. Each year, TED and YouTube award ten ads that are “worth spreading”. As TED Curator Chris Anderson put it, “We’re seeking to reverse the trend of ads being aggressively forced on users. We want to nurture ads so good you choose to watch — and share.”
There has never been a better time in history for marketers with a story to share. Yet, much of advertising is still shackled to the same-old feature-and-benefit-focused 30-second spot. I love the idea that ads could evolve beyond interruption media to quality content that audiences actually seek out.
“Increasingly, we are seeing how brands have evolved as content creators. Some of the best advertising today reflects the narrative storytelling that used to be the sole domain of “serious” content … First and foremost, ads must be driven by ideas. It is no longer enough to repeat the pour shots, bites and smiles that have defined a large portion of advertising to this point. Brands must create wonder and find their place within the larger cultural conversations.”
Here are the ten ads selected by TED and YouTube. I’d love to hear your thoughts of ads you’ve found “worth spreading”.
(Marketoonist Monday: I’m giving away one signed print of this week’s cartoon. Just share an insightful comment to this week’s post by 5:00 PST on Monday. I’ll pick one comment. Thanks!)
Rainforest Alliance: Follow The Frog
Melbourne Metro Rail: Dumb Ways To Die
Channel 4 Paralympics: Meet The Superhumans
Expedia: Find Your Understanding
Coca-Cola: Security Cameras
Dell: The Girl Who Could Fly
TBS: Push To Add Drama
GSK: London 2012
The Guardian: Three Little Pigs