The TED conference series is all about ideas an innovation. But when most of us think about the kind of innovation TED preaches, we tend to focus on the three areas that comprise its name: Technology, Engineering and Design. What we tend not to think about is advertising.
TED wanted to change all that with an initiative called “Ads Worth Spreading”. The organisation claims that the idea behind the initiative “is to find ads that communicate ideas with consumers in the same way that TED wants to communicate with its audience”.
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“An idea can reset someone’s worldview and even begin a domino effect as they pass it on to friends,” it says.
The nominated ads are collated from the suggestions of six teams of two – made up of one renowned TED speaker and one rising star from the advertising industry — who work together across specific categories.
TED claims that 25 “leading voices” in the ad industry act as Advocates and also make nominations
An Ads Worth Spreading channel on a YouTube also provides an open entry system for agencies, producers and brands to nominate their work.
In a press release TED Curator Chris Anderson said, “We sought out ads that were driven by ideas”
“At TED, we’ve seen the power of imagination and innovation. We want to reward companies that have invested in longer-form, beautifully crafted campaigns that value human attention and intelligence, and take the time to tell a thought-provoking story.”
Now in its second year, the organisation has the competition’s 2011 winners.
1. Chipotle — Back to the Start
A farmer slowly converts his family farm into an animal factory before seeing the error of his ways and taking everything back to the way it once was. Willy Nelson’s rendition of Coldplay’s “The Scientist” provides a haunting soundtrack.
2. Canal+ — The Bear
With an obsessive bear for a director, great special effects, and a twist ending this ad reminds us why we love the movies.
3. NTT Docomo — Giant Xylophone
It’s a giant xylophone, played mainly by a ball falling through a forest. What’s not cool about that?
4. Sharpie — Coffee Cup to Canvas
Using the true story of a Malaysian illustrator, this ad should be enough to inspire the artist — or at least the doodler — in all of us.
5. Engagement Citoyen — The Return of Ben Ali
Just weeks before their first democratic elections in decades, only 55% of Tunisians were planning to vote. This campaign sought to remind them why they’d overthrown their long-time dictator in the first place.
6. Mazda — Defy Convention
Mazda executive Masahiro Moro explains how his company and the city of Hiroshima have benefited from not following conventional wisdom and making choices that aren’t always popular.
7. Rethink Breast Cancer — Your Man Reminder
This one’s aimed straight at the ladies and confronts a serious issue with some serious eye candy.
8. L’Oreal Paris — Aimee Mullins
Athlete, model, actor and TED speaker, Aimee Mullins explains why she’s worth it.
9. Microsoft Xbox — The Kinect Effect
What’s better than playing with the Kinect? Getting it to do something its creators never thought it could, that’s what.
10. Prudential Financial — Linda Guthrie’s Day One
One in a series of documentary-style ads showing how ordinary Americans confront their first day of retirement, this ad shows how Linda takes the lessons she’s learned from loss into her retirement, vowing to enjoy every moment of it.
