TED’s mission is ideas worth spreading. The dream behind this initiative is to
find companies that want to communicate ideas with 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.
Ads Worth Spreading is TED’s initiative to recognize and reward innovation, ingenuity and intelligence in advertising -- the ads that people want to see, and share with their friends.
An ad worth spreading is a short way of communicating an idea. The ad can be as long as it takes to communicate the idea powerfully, up to five minutes, whether that’s through state-of-the-art animation, lush imagery or an individual talking directly to the camera. What matters is the “a-ha” moment, the central idea.
How it works
Ads Worth Spreading began as a clarion call to the global advertising community in 2011, asking for ads that inspired and engaged audiences. TED received nearly 1,000 entries and picked 10 outstanding examples.
In 2012, six nomination teams of two – made up of one renowned TED speaker and one rising star from the advertising industry – sought out and nominated compelling ads from diverse areas of interest: Talk, Social Good, Cultural Compass, Creative Wonder, Brand Bravery and Storytelling. In addition, TED’s 25 Advocates from the advertising industry made valuable suggestions and nominations, while TED extended an open invitation to agencies, producers and brands to submit their work through the Ads Worth Spreading channel on YouTube to discover 10 pieces of incredibly compelling work from around the world.
Why it’s different
This is not an award show. The ads chosen are reference points meant to reflect the best of advertising today and help others lift their game by rising to an industry-wide challenge.
This is a dialogue on ideas that brands should want to be a part of. It’s a collection of fascinating thought -- the final selections should inspire new ideas. TED wants to lend support to those who are reinventing marketing, sharing our platform with the experts moving this revolution forward.