TED is a nonprofit all about bringing together knowledge and ideas, uncovering 'ideas worth spreading' and acting as a channel for these. So it's no surprise that when it came to showcasing some of the best ads in their 'Ads Worth Spreading' initiative, these would not only be thoughtful in design, but thought-provoking for their audiences as well.
The ten selected winners challenge us not only to watch, listen and learn, but also to share. Below is a short summary of each of the winners. More information on the initiative is also available from the
TED website.
MAZDA; Defy Convention
MAZDA Executive Officer, Masahiro Moro, speaks directly to the viewer about the Hiroshima spirit and the MAZDA attitude of defying convention. Creating a historical context to the MAZDA attitude, to be an industry leader always taking the "less-trodden path", means that the ad has a resonance that goes beyond the product. The MAZDA story becomes much more believable and the product itself more valuable; creating a movement you want to be a part of. Visuals depict children on a path of discovery about MAZDA, as we take this journey with them, looking through fresh and youthful eyes.
NTT DOCOMO; Xylophone
I can't help but enjoy such a clever creative execution as this one. The sheer intelligence and creativity behind the idea demonstrates a thoughtfulness, accuracy and precision which, if reflected in the product, I would certainly have confidence in. The connection for me between creative and product is not as strong, although I believe it builds some great brand awareness and identity. Would I necessarily go out and buy the product? Not so sure, but I definitely did find pleasure in watching the Ad.
Sharpie; Start with Sharpie
A personal story by Boey the artist captures an intrinsic human spirit for creativity and exploration. An inspiring story from the artist about his unique passion for drawing on disposable cups, he encourages the viewer; "the difference between a dream and reality is just doing it." Sharpie successfully associates itself with new ideas and expression; a desirable tool for a new exploration of our own. Well done, Sharpie.
CANAL+; The Bear
Who doesn't love a clever ending? This CANAL+ ad is just a little bit unusual and offbeat as it captures the passion of film director, the bear (or technically, a bear skin rug). The reality of these witty quirks does not seem to matter though, only adding charm to the message and end line of the ad; "The more you watch CANAL+ the more you love cinema".
Engagement Citoyen; The Return of Ben Ali
A provocative and powerful clip capturing Tunisian citizen reactions to a large erected poster of ex-dictator Ben Ali. Fear and confusion is rallied into an act of defiance and empowerment when citizens come together to tear the poster down. The message revealed behind: "Beware dictatorship can return. On Oct 23, VOTE." A highly effective CTA and deeply resonating message I'm sure for its Tunisian audience.
Rethink; Your Man Reminder
The notion that sex sells certainly isn't one ever likely to get outdated, but in this case it's selling awareness for breast cancer. Consumer insight coupled with a fun and witty execution means that this ad truly speaks to its audience in a way that their ears (and eyes) are wide open. In this case of selling sex I like it, it's not cheap or a quick-grab, but rather an entertaining promotion of a positive health awareness issue for society. It's a double-score for me, gaining viewer-driven repetition as well.
L'Oreal Paris; Aimee Mullins
As a fellow-female you can't help but be pulled into and inspired by Aimee Mullins' story as she talks openly to the camera about her views on beauty and life. A particularly inspirational spokeswoman with two prosthetic legs, this ad truly shows the importance of choosing the right spokesperson for your brand and the resonance this carries beyond simply your brand/product. The tagline continues to resonate and ring true, "Because you're worth is", just saying the words makes you think "Why?" or just simply, "Yes".
Xbox; The Kinect Effect
A sweet celebration of the possibilities of technology, Microsoft embraces a collaborative spirit asking its users "what's next?" A nice step into the hearts and minds of consumers, particularly those with a passion for technology. Well-designed and captured, a very pleasant and thoughtful viewing experience. I'm not the ad's target audience, so does it do anything for me? Not really, but then again I've never played an Xbox. Perhaps I will (and perhaps it does).
Chipotle; Back to the Start
A beautiful animation and demonstration of visual-storytelling at its best. The soundtrack itself is deeply resonating, while the wonderfully animated sequence shows a farmer who realises that rather than commercialisation, honesty and sustainability are best. The end line "Cultivate a better World" is a big idea in itself. I get the sense that Chipotle stands for something more, and I like it.
Prudential; Day One: Linda
Insightful and personal are my first impressions to this piece of the documentary-style series by Prudential. A nice way to start a conversation around their services without falling into the lure of a direct sell. Nicely told and a story I'm sure many recent retirees could identify with.
About the initiative
How we choose the winners
We use a few different methods to help us find the most interesting work from around the globe. Six teams of two - made up of one renowned TED speaker and one rising star from the advertising industry - work together to nominate incredible work across specific categories. Twenty-five leading voices in the ad industry act as Advocates and also make nominations. An Ads Worth Spreading channel on YouTube provides an open entry system for agencies, producers and brands to nominate their work.
Source: TED. (2012). TED Initiatives >> Ads Worth Spreading. http://ted.com/aws
