Most of the time I totally ignore commercials. I am the world's worst person for advertisers as I simply forget their names (which cruise line just like all the others that just went by?). If I actually want something I go on the web or look in the phone book for the product or service, but you can't SELL me anything except total resistence to anyone trying to SELL me something. Remind me to tell you about my fight with the guy pushing whichever computer came in the cow box.
Even more than commercials, I really really hate advertisers who tie their commercials to national holidays such as mattress sales on Washington's Birthday (he had to sleep somewhere) or the most offensive of all, Christmas displays in October.
So surprise, surprise. I have actually seen two commercials recently that I not only remember the commercial, but I remember th brand name, and I look forward to seeing them again. This hasn't happened since EDS herded cats.
First up Starbucks - Love the commercial. Love the idea. It won't do them anygood, my order is still a grande latte and a butter croisant, but thanks for having a really good idea.
The second is Pepsi with "My Generation", first because I've been thinking about age recently and the images cover the last century, and who could resist bouncing to The Who. This won't do Pepsi any good either since I don't drink sodas, but hey! Great commercial guys.
What makes both of these commercials stand out is that they are directed at US not at YOU. There is an inclusion of all people of all ages making things happen, something that seems to have been missing for a few decades now. It's a nice feeling and I'm glad to have it back. Now if the feeling will only spread.