Monday, October 31, 2011

Youtube/TED Ads Worth Spreading

Last year TED launched their Ads Worth Spreading initiative on the back of this great video from TED curator/founder Chris Anderson:

"TED’s mission is ‘ideas worth spreading.’ The dream behind this initiative is to find companies that want to communicate ideas to their consumers in the same way that TED wants to communicate with its audience. What makes ideas powerful is that they have a life of their own; an idea can reset someone’s worldview and even begin a domino effect as they pass it on to friends."


The ten winners of last year's Ads Worth Spreading initiative were all incredible pieces that went beyond what one expects from a typical ad.  They were stories that made a connection, evoked emotion, provoked thought and were all a pleasure, rather than an interruption, to watch.

This year TED has partnered with Youtube to on the 2011 Ads Worth Spreading initiative.  There's a dedicated Youtube Ads Worth Spreading channel where you can see the 10 winners from last year, explore this year's entries, or submit your own campaign for consideration.  TED will curate a final selection of ten campaigns from 2011. The results will be announced at the TED2012 conference in Long Beach, Calif. in March, and showcased on TED.com and YouTube.

Interestingly, AdAge had a recent piece looking at the 2010 winners and wondering why they didn't have more views or spread further.  The piece is a very much worth reading.  In short, the author concludes something that we all know...while creative is king, you still need media spend to generate cut through.  The full article can be read here

Supporting Articles: Youtube blog | Mashable | Creativity