The Best Online Ad Ever
I’ve never been a fan of anything getting recognized as "The Best This" or "The Best That." A former boss and now one of my mentors once told me, "Awards are like hemorrhoids, eventually, everyone gets them."
Up until a few weeks ago I thought this couldn’t be truer than with awards for Web sites and interactive advertising. The self-proclaimed experts should just step aside. Instead, sites would get recognized for quality traffic and sound business models, and creative ad units that result in a positive return on investment would always take top honors.
This all changed when I was on ZDNet.com and came across a rich media roadblock placement from Apple featuring a frustrated "PC" and humble "Mac" in an extension of the "Get a Mac" campaign that has become very popular on television. The 30-second spot features the characters discussing the latest reviews of the Vista operating system while John Hodgman’s "PC" character "refreshes" a leaderboard ad unit that both characters continue to look up at.