http://www.youtube.com/watch?v=uvypu0AHM8A I've seen this Kevin Durant ad about 20 times in the last month. I think it's really clever, it's well acted (I love the mom's response as she tugs at her wedding ring), it's unexpected. I've watched it 20 times, but last night was the first night I realized it was for Spring PCS. Huh.
I talk about gimmicks a lot here. Here is a great example of when gimmicks fail.This is a well execucted ad and its a failure.
If the gimmick isn't central to the product (whether its cell service or a candidate), then the gimmick gets remembered but the message gets lost.