These days, it's all about content, right? Not just pitching people on good old attributes and benefits, but engaging them. Getting them to spend some time with you. Getting them to talk about you.
Yeah, you've heard it before, all about the death of the :30 second spot, the rise of relationships, the era in which peers - and, as it turns out, dogs - rule.
But, how the heck do you make that all happen when your deliverable is, in fact, a :30 second spot? A couple of my favorite examples below. Ones that not only entertain, but also take on the core challenge of branding: showing who you're for and what you're about.
Pedigree "dogs rule": Connecting with dog owners over the simple joy of fetch. (TV version/Internet version):
Esurance "lucky today": Making connections over music. Does it get more "friendly" than that? (TV version/Internet version):