menu

Winners Of TED’s 3rd Annual Ads Worth Spreading [Videos]

Winners Of TED’s 3rd Annual Ads Worth Spreading [Videos]
Advertising

Nonprofit organization recognizes the most creative and meaningful ads of 2012.

Daniela Walker
  • 28 february 2013

The mantra of TED is Ideas Worth Spreading. Taking this notion, and applying it to advertising, TED set up a competition Ads Worth Spreading three years ago to celebrate creativity and humanity in the industry. The third round of winners has been announced, and each commercial goes beyond being advertising, to being a two minute appeal to human emotions.

The non-profit organization is famous for its 18 minute inspirational talks that have been ongoing since the 80s but have reached new heights with the internet, recently reaching 1 billions views. It may seem like an odd connection: a non-profit and advertising, but TED is praising those ads that use the platform to make an emotional connection between brand and audience. As Ronda Carnegie, Head of Global Partnerships at TED explains:

Advertising is a strategic business that constantly challenges creatives to bring individuals, brands and organizations together. We created the Ads Worth Spreading initiative to celebrate the ads that successfully cultivate this engagement.

Like TED, Ads Worth Spreading, are compelling stories that speak to consumers just as a TEDTalk presenter might connect with an audience. Both are inspirational and powerful tools of sharing and spreading authentic and powerful ideas.

The winning commercials are not just good advertising but meaningful content that resonates with the consumers on a deeper level by inserting humanity into the advertising. Says Carnegie:

Viewers want to experience an emotional connection, an intellectual understanding or stunning creative work. Audiences want to be rewarded for the time they devote to watching an ad, and advertisers are recognizing that and delivering more meaningful pieces in traditional ads, online video and integrated marketing.

Each ad falls into one of six categories: Talk, Social Good, Cultural Compass, Creative Wonder, Brand Bravery and Education and according to Laurie Coots, chief marketing officer of TBWA Worldwide and a judge at the inaugural AWS competition, the commercials all have one thing in common:

They are brave, they are honest, they capture a sense of meaning. I think of ads worth spreading as ones that set out to ignite something more primal in the viewer–to get them to think something or most likely to do something.

From the comedically morbid Melbourne Metro PSA ‘Dumb Ways To Die’ to the tear-jerking Expedia ‘Find Your Understanding’, these ads represent the best in the biz. So, spread the word and prepare to be moved.

See all 10 winners below:

TED

Advertising
Trending

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Work
Work Today

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Today

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Trending

Get PSFK's Latest Report: Future of Work

See All
Automotive Today

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Fitness / Sport Today

Turn Any Wearable Into A Mental Health Tracker

Cognition Kit is a software platform that lets people track and better understand their cognitive states

PURPLELIST EXPERTS

Anu Acharya

Genetics, Personalized Medicine, Preventative Care

Augmented / Virtual Reality Today

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

Advertising Today

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Today

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Design Today

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

Syndicated Yesterday

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Yesterday

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy

Home Yesterday

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Advertising Yesterday

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Yesterday

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Yesterday

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions

No search results found.