Youtube Video“Ideas worth spreading” is the TED mantra, and, after searching the globe for ads it deemed worthy of spreading, the judges have chosen a L’Oréal Paris spot featuring disabled American athlete, actress, and fashion model Aimee Mullins as the most spreadable.
More than 1000 entries were made to the 2012 Ads Worth Spreading challenge through a YouTube channel and six teams of two judges—one TED speaker and one global ad industry go-getter—worked together to nominate ads across six categories (talk, social good, cultural compass, creative wonder, brand bravery and storytelling) to find the top ten (see below).
“We sought out ads that were driven by ideas,” said TED curator Chris Anderson. “At TED, we’ve seen the power of imagination and innovation. We want to reward companies that have invested in longer-form, beautifully crafted campaigns that value human attention and intelligence, and take the time to tell a thought-provoking story.”
In the winning advertisement, which was created by R/GA, Mullins discusses why the brand's tagline 'Because you're worth it', which is celebrating its 40th anniversary this year, means to her and what she felt during the shooting of her first L’Oréal Paris ad.
"L’Oréal Paris’ international spokespersons lie at the heart of the brand’s strategy, acting as role models and empowering women around the world ," says Tanya Abbott, L’Oréal New Zealand's communications manager. "... From rock star Gwen Stefani to supermodel Claudia Schiffer, actress Eva Longoria and now Aimee Mullins, each L’Oréal Paris spokesperson acts as a unique messenger for beauty in the modern world, and brings an individual interpretation to the brand’s slogan.”
Fill your boots with the nine other slightly less spreadable ads: