World-Changing Creativity: See the Winners of TED's 'Ads Worth Spreading'
Honoring the creative efforts that go beyond the brief.By: Shareen Pathak, Published: Feb 27, 2013
TED has announced the results of its third "Ads Worth Spreading" initiative -- which looks for commercials that go beyond shilling to create a meaningful emotional connection with viewers. The winners are brands that don't just create great ads, but great content, and "communicate with consumers in the same way that TED wants to communicate with its audience."
This year, TED did not accept entries from agencies or marketers, but asked its global network and a group of industry advocates and nomination teams to curate examples. Out of 300 nominations, ten were picked -- and among them was Duval Guillaume's hilarious Belgian stunt that brought TNT drama to a small town [see above] and a morbid animated sequence to promote train safety [below] out of McCann Melbourne.
Also making the cut was Coca-Cola's "Security Camera" [below], via production company Landia and creative director Martin Mercado. The heart-warming effort from the company's "Open Happiness" campaign that chronicled the positivity that is often found on security camera footage. A shorter version of this ad played during the 2013 Super Bowl broadcast in the U.S.
Another Super Bowl spot worth spreading was Dodge Ram's "The Farmer," out of The Richards Group. The moving spot paired radio announcer Paul Harvey's inspiring words during the 1978 Future Farmers of America convention with gorgeous still images of farm life from photographers like Kurt Markus, William Allard and Olaf Veltman.
Expedia's emotional "Find Yours" campaign's "Find Your Understanding," about a man who struggled with his daughter's sexual identity and yet, traveled across the country to attend her wedding, also was honored. The film was created out of 180 Los Angeles and directed by Eliot Rausch of Uber Content.
Director Max Joseph's hilarious chronicling of how difficult it can be to make sure you're always one of the good guys when it comes to eco-friendly purchase decisions was also one of the winners. The film was created for the Rainforest Alliance, and was like the Anti-Kony 2012.
Two Olympics spots were honored, including GlaxoSmithKline's visually stunning spot for the Olympics, by TBWA London and Outsider's Scott Lyon, and Channel 4's powerfully inspiring "Meet the Superhumans" Paralympics effort.
And finally, The Guardian's retelling of the classic Three Little Pigs children's story, out of BBH London and directed by Ringan Ledwidge, also made the list.
Nomination teams included Mark Pytlik, EP at Stink Digital, mssng peces EP Ari Kuschnir, former Wieden Creative Director Kenzo Digital, now a director at RSA and JWT digital strategist Jinal Shah. Find out more about the awards over on TED's site.