James: I think Ads Worth Spreading is great.
Anything that causes us to raise our game. Maria: It’s really great because it creates
a new filter for us, people from the ad industry, asking ourselves, “What’s a good ad? What
makes it worth spreading?” James: As we were concocting the campaign
I think we all knew this was something special. It didn’t feel that we were just kind-of schilling
something. It does feel like you’re selling something that people do feel is magic, people
do feel is something wonderful and they do want to be a part of it. Sally: It’s really about engaging. We wanted
to go deeper. We wanted to ignite a connection to showcase and inspire through his creativity. Arthur: We start with the assumption that
people hate advertising but they love great ideas. So, no matter what the message is we
have to be that much more engaging and find a way over that cynicism. The goal of Your
Man Reminder is to be a much more communal type program and give women reason to keep
coming back to it over and over. William: There are a lot of beauty ads out
there and Amy is an unconventional choice. She is beautiful but she talks very eloquently
about how she’s gotten to where she is, not in spite of her disabilities but because of
her disabilities. And I think that’s something that you don’t see in beauty ads very often. Maria: It’s not about the content but it’s
about the way you do it. We’re trying to create conversations that have no rupture in time.
We wanted to be part of it. Jesse: When we saw the finished piece, you
felt something. And people who watched it internally felt something. You never quite
know but you do know when you see something, if you feel it your gut is that other people
will feel it. Morihiro: We applauded the film on March 11,
actually. Twelve hours later we had a big earthquake. All the campaign was canceled.
That film only survived on YouTube. Edward: When we set to work on this campaign,
we knew that the web was going to be vitally important because I think if you’re going
to begin with a brand campaign, you’re in it for the long-term. In story telling you
need time. Mehdi: I think advertising for some subjects
and change things, and make things better for something, not all but sometimes we can
help each other. Kevin: The great thing about advertising is
can this one thing you do last longer? Can that one rock that goes into the pond, how
long can those ripples go on? If you can be a part of one of those little moments when
everything comes together and it lasts a little bit longer, you get to go to [inaudible 02:52].