This year’s Ads Worth Spreading is searching to find the 10 most compelling campaigns of 2011, driven by this belief: that the smartest, strongest ads don’t just sell a product or brand, but express an idea.
TED’s mission is ideas worth spreading. The dream behind the Ads Worth Spreading 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.
Revealing the way a company thinks tells consumers what that company is and what it stands for. In last year’s contest, one of our final selections, Chrysler’s “Born of Fire” campaign, spoke to people because it communicated an incredible idea — steel is born of fire, and cities that go through hard times aren’t dead forever.
“In our brave new interconnected world, the rules of marketing are changing fast,” says Anderson. “Ambush advertising is broken. We think there’s a better way, based on sharing powerful ideas. Most companies are teeming with amazing ideas that the rest of the world never gets to see. By letting some of those ideas out into the world in an authentic way, companies have a shot at transforming the way they are perceived. We’re looking forward to another fantastic round of entries from forward-thinking companies and people.”