Flea Market Montgomery: "Just Like a Mini Mall"

(Promoted by popular demand -- my own)

10 years ago, this would have been an unqualified disaster -- a truly terrible ad. But the advent of the Internet has changed the rules, and for that reason, Flea Market Montgomery has hit a grand slam with this one.

With the rise of YouTube and other file sharing services, the TV ad can move beyond the TV and into the world of the net. If you strike the right chord, your ad isn't just seen by passive TV viewers, it's emailed at a fast and furious pace by legions of netizens. And striking a chord can be done by a fantastic ad, or an ad so bad that you can't help but pay attention.

Is it a cheesy ad? Oh yeah. But has it been seen by millions of Americans online, and tens of millions on TV? Even parodied by SNL? Hell yes. Had it been a "good" ad in the traditional sense, a few thousand local people might've seen it, and a few dozen might've been spurred to go to the store. But with this approach, the store is now known across America. And you better believe that that has led to a heck of a lot more than a "few dozen" visitors. Any ad creator who does not take into account the web's "echo potential" is playing by outdated rules.

The rules of the game have changed. And when it comes to TV ads, "annoying" can sometimes be "annoyingly good" or even "annoyingly fantastic."

Cadbury: "Gorilla drums"

That is one cool gorilla. It's so engaging, and I'm not even sure why. I wanna hang with that gorilla.

Winston Cigarettes: "Flintstones"

Yeah, there's no doubt that this is from an era long, long, long ago. This doesn't so much get "best" recognition for the quality itself, but more from the pure, unadulturated "holy s***" reaction most people will have from watching it.

Anonymous: "Vote Different"

One of the most talked about ads of the presidential campaign... didn't come from one of the candidates... and didn't even run on TV. Well, paid, at least. But God knows, it showed up a zillion times in the news.

Originally an "anonymous" ad, this actually came from Phil de Vellis. I met him, actually, to chat about this. Good guy, funny as hell, and... he did this alone on his own computer. How cool is that?

Heinz Ketchup Contest (Amateur Submission): "In Your Face"

Folks, this one was sent to me by BestAdsEver reader Luis Sinibaldi. And it warrants a new category here: "Web Only." You see, this was an ad that Luis and his friend Matt created for a Heinz Ketchup content (i.e., for user submitted ads).

And while Heinz didn't pick it as a winner, it sure as hell is a winner in our book. Funny as hell, and a testament to the creative potential a company can realize by tapping into its own user base. So for now, it may be "web only," but we think it's very much ready for prime time.

Rolling Rock: "Beer Ape"

This isn't just a brilliant ad, it's a brilliant Internet-age strategy. Teaser ads were run on TV, driving people to visit the web to see the full-on ad.

Smart idea, and yet, still surprisingly rare. I mean, it's not like the Web is a new thing anymore, right?

Dutch Language Institute (careful... "language" here)

(promoted to the top again, by popular demand)

You know, I love America. And God knows, I kid the Europeans about things like shower schedules and all, but let me tell ya... when it comes to ads like this, they really have a "coolness" advantage over us Yanks.

Burger King: "Big Buckin' Chicken"

It's just so damned weird, and yet... you can't take your eyes away. Everything from the grainy filming, the real-life cowboy looking people, and best of all, the very earnest, soulful song. This comes from the brilliantly creative people at Crispin Porter + Bogusky.

This is such a refreshing change from the painfully dorky ads that Burger King has historically run. If they keep up with this, they might actually turn Burger King into a brand that's kinda... cool (well, eventually).

Volkswagen: "Like"

I admit it -- the first time I saw this, the ending scared the s*** out of me. And ya know what? It did the next 10 times as well. Talk about an attention getter -- and one 100% on message. Another one from the folks at Crispin, and another Clio winner.

Coke "Teach the World to Sing"

Well heck, it's not often that a commercial is so popular that it becomes a hit song, but... here ya go. Radio DJ's actually got so many requests to play this song that a new (non-commercial) version of it was recorded. But hey, we still like the original. Mmmm.... I'm off to drink a Coke.

Toyota: "Battling Couple"

You know, if they'd kept this brief and "cute" it would've fallen squarely into the "dorkilly safe" category, but... they took it to an 11. I'm still laughing over the piano wire on the stairs. More companies should have the guts to get edgy and over the top a la this ad. Sure, it can generate controversy and kvetchy letters, but... it also generates a hell of a lot more word of mouth spreading.

Head On: "Apply Directly to the Forehead"

So damned annoying... which is what makes it so good. Ten years ago, before the Internet, it would've been just a crappy add. But now it's the subject of all kinds of chatter, parody, and other net-age phenomena that has made the brand awareness spread like wildfire.

Best Birth Control Ad Ever?

Yes, I think it just might be... the best birth control ad ever. And once again, props to the Euros for saying what we're all thinking (albeit, not in English)