Official Blog
Announcing TED’s 2014 Ads Worth Spreading
2013年11月20日水曜日
What makes a good ad? In some cases, it’s a striking image. In others, a funny premise. There’s no formula, but most memorable ads all have something in common: they tell a story worth sharing.
Sharing is at the heart of the YouTube experience. From Metro Trains’
Dumb Ways to Die
and TNT’s
Dramatic Surprise
to
Chipotle combining powers with Willie Nelson
, many of the most popular videos on YouTube are from brands that understand the power of great storytelling and creating content people choose to watch and share.
To recognize videos like these, YouTube is once again teaming up with TED’s Ads Worth Spreading initiative to celebrate the year’s most creative and notable ads. The award is given to the brands and agencies creating innovative ads that people can’t stop sharing.
Thirty of the most creative minds in the ad world, like those behind the videos above, along with TED speakers including Sarah Kay and Alanna Shaikh, will help find and nominate 2013’s most noteworthy ads. Winners will be announced during the annual TED conference in March 2014 (for more information, check out the full list of
nomination teams
and
advocates
).
As part of our involvement, we’ll add a viewer’s choice component to the nominated videos. We’ll rank the most popular videos based on actual YouTube views using the methodology behind our
YouTube Ads Leaderboard
, which publishes the most watched and shared ads on YouTube each month.
For insights into what makes an ad worth spreading, check out
this article
and
interview video
. Or just watch
the playlist
of last year’s winning ads. Combined, these ads have been viewed more than 140 million times on YouTube.
Tara Levy, Managing Director of Ads Marketing for Google and YouTube, recently watched
“Volvo Trucks - The Epic Split feat. Van Damme (Live Test 6).”
TED’s Ads Worth Spreading 2013 Winners
2013年2月26日火曜日
Today’s guest blog post comes from Ronda Carnegie, Head of Global Partnerships from TED.
For the
third year
, TED and YouTube teamed up on
Ads Worth Spreading
, an initiative to recognize ads that inspire, educate and engage. Today at the TED2013 conference in Long Beach, Calif., this year’s
ten winners
were announced.
Ads were nominated in six categories: Talk, Social Good, Cultural Compass, Creative Wonder, Brand Bravery, and Education. Six nomination teams made up of one TED speaker and one rising thinker in advertising searched for ads in each category, while 25 leading figures in the ad industry searched for ads across categories.
Each of these ten ads go beyond the creative brief to spark imagination and create moments of emotional connection with audiences. The winning work will be showcased at TED2013 as well as on
TED.com
and you can watch them all
here
on YouTube. Combined, they have been viewed more than 100 million times on YouTube.
TED 2013 Ads Worth Spreading:
Expedia -
“Find Yours”
Coke -
“Security Cameras”
Melbourne Metro Rail -
“Dumb Ways to Die”
Dell -
“Meet Annie: The Girl Who Could Fly”
TNT -
“Your Daily Dose of Drama”
Rainforest Alliance -
“Follow the Frog”
Channel 4 (UK) -
“Meet the Superhumans”
GlaxoSmithKline -
“The Crowd”
Dodge -
“The Farmer”
The Guardian -
“Three Little Pigs”
Guest to the YouTube Blog Ronda Carnegie, Head of Global Partnerships from TED, recently watched
“Young-Ha Kim: Be an artist, right now!”
TED’s 10 Ads Worth Spreading winners announced today
2012年2月28日火曜日
Today’s guest blog post comes from Ronda Carnegie, Head of Global Partnerships at TED.
Last October,
we at
TED
set out to recognize the best in advertising with a program called
Ads Worth Spreading
.
We wanted to find and honor clever, engaging ads that clearly communicated a company’s ideas, sparked thoughtful conversation about advertising, and advocated for audiences, who want to be entertained, not interrupted. Agencies and industry luminaries were invited to submit nominations via YouTube.
The winners of the second
Ads Worth Spreading
initiative were announced moments ago at the TED Conference in Long Beach, CA. This year’s
10 winners
were carefully curated to shine a spotlight on ads that break the mold through longer-form, idea-based storytelling; were driven by ideas; value human attention and intelligence, and take the time to tell a thought-provoking story.
Entries ranged from 30-second spots to five-minute mini-documentaries, as well as several custom-made TED Talk-like pieces humanizing companies and causes. The winning work will be showcased at TED2012 as well as on TED.com and you can watch them all
here
on YouTube. Enjoy the full list of winners below!
The 2011/12 Ads Worth Spreading are:
Chipotle: Back to the Start
; Company: Chipotle; Agency: Creative Artists Agency
As he regrets the mass production and artificial methods of his industrial animal factory, a determined farmer opts to return to sustainable farming methods for the future and betterment of society.
Citizen Engagement: The Return of Ben Ali
; Brand: Engagement Citoyen; Agency: Memac Ogilvy Tunisia
Although former Dictator of Tunisia President Ben Ali was ousted amidst the chaos of the Tunisian Revolution, many quickly lost interest in politics. In order to galvanize the Tunisian people out of hibernation, La Goulette shocked residents by warning the return of tyranny. 88% turned up for the October 23rd vote.
NTT Docomo Mobile Phone: Xylophone
; Brand: NTT Docomo, Inc.; Agency: Drill Inc.
Organic and imaginative, NTT Docomo captures the essence of their new mobile phone to redefine nature and technology.
Microsoft/Xbox: Kinect Effect
; Brand: Microsoft / Xbox; Agency: Twofifteenmccann
Pushing the realm of imagination and
technology, the Kinect takes a leap into the future of education, gaming and interaction
Sharpie: Start with Sharpie
; Brand: Sharpie; Agency: Draftfbc - Chicago
Cheeming Boey,
builds a career around drawing on cups with Sharpies. His inspirational story is one of creativity and drive, challenging those who tried to taint his dream.
Mazda: Defy Convention
; Brand: Mazda; Agency: Team Cosmos/JWT Germany/Team Mazda Europe
This moving advertisement shows how their heritage helps Mazda to see things differently and overcome adversity.
L'Oreal Paris: Aimee Mullins
; Brand: L'Oreal Paris; Agency: R/GA and McCann Erickson
L’Oreal’s new beauty ambassador knows a lot about challenging notions of perceived beauty and achievement, as the wearer of double prosthetic legs.
Rethink Breast Cancer: Your Man Reminder
; Brand: Rethink Breast Cancer; Agency: john st.
A tongue-in-cheek assertion that women are more likely to watch a video
if it features a ‘hot guy’ underpins the serious message of this video.
Prudential Day One: Linda
; Brand: Prudential; Agency: Droga5
Linda Gutherie reveals the thought process
and
life changes behind retirement as she shares her
first day of retirement.
Canal +: The Bear;
Brand: Canal+; Agency: BETC Euro RSCG
A bear skin rug that becomes a movie
director? Just watch it ;-)
Guest to the YouTube Blog Ronda Carnegie, Head of Global Partnerships at TED, recently watched “
Back to the Start
”.
What makes an ad worth spreading? TED to recognize 10 prime examples
2011年10月19日水曜日
Today we bring you a guest post from Ronda Carnegie, Head of Global Partnerships at TED, a nonprofit devoted to Ideas Worth Spreading from three worlds: Technology, Entertainment, Design. Carnegie explains how TED and YouTube are teaming up for the second year to present a challenge called 'Ads Worth Spreading.'
Last year, TED kicked off a challenge to the advertising industry called
Ads Worth Spreading
, our global search for innovation, ingenuity and intelligence in advertising. The winners can be seen on the front page of
Show & Tell
, YouTube’s gallery of clever and effective creative marketing.
This year, we are delighted to announce that we’re now accepting entries to TED’s Ads Worth Spreading initiative through a
channel on YouTube
. The YouTube channel will help promote and showcase submissions, as well as spark conversation. Even if you’re not an advertiser, you can visit the channel and comment on your favorite campaigns. Which ads are thought-provoking, funny, honest, warm, informative or creatively brilliant? We want your feedback, and the channel is our medium for hearing your voice.
One of the most common questions we’re asked about Ads Worth Spreading is: “Why? Why does TED support an initiative around advertising?” TED’s Curator Chris Anderson explains it this way -- “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.”
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.
If you’re an agency, brand, producer or individual who’s created an ad worth spreading this year, now is your chance to have your work recognized. Visit the
Ads Worth Spreading channel
and upload or add your YouTube video to the channel
before December 31, 2011
.
We’re looking forward to finding 10 new winners to celebrate.
Ronda Carnegie, Head of Global Partnerships at TED, recently watched "
Matt Cutts: Try something new for 30 days
."
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