Thinking Beyond The :30. TED’s Ads Worth Spreading 2012

For those with more than thirty seconds to spare, the TED Conference has announced the winners of this year’s Ads Worth Spreading, their annual salute to the best in online video storytelling.

Entries were solicited via YouTube.com and ranged from 30-second spots to 5-minute mini-documentaries, as well as several custom-made TEDTalk-like pieces humanizing companies and causes.

“Ads Worth Spreading has been a fascinating exploration for us – a process of discovering ways to think about online video storytelling as advertising,” said Ronda Carnegie, Head of Global Partnerships at TED.

“This year’s winners spanned across many categories, drawing from culture, technology and brand expertise.  L’Oreal confronted the definition of beauty in a talk, Prudential exhibited powerful storytelling, and Chipotle raised the bar with its creative animation that beautifully communicates their message.”

Some nice work here, and further proof that no matter the idea, delivery device or media buy, when it comes to really connecting with an audience, craft will always matter. View all of this year’s winners here.

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About Wade Sturdivant

Creative Director/Copywriter at The Richards Group, Wade spent his formative years in Chicago (DDB, Leo Burnett) and has worked on accounts as diverse as BMW, Firestone, Bud Light, McDonald’s, Kellogg’s and the U.S. Army.