there's humor.

I think we all like to laugh.

FEMALE SPEAKER: It's a commercial that you remember

and you want to tell your friends about it.

FEMALE SPEAKER: Good advertising for me would have

an ethical component to it.

So I would be able to believe in the product and trust the

advertisement.

I guess there's the trust element there.

MALE SPEAKER: Companies showing proof that they maybe

give back to a community or, I don't know, participate in

some service that would be beneficial to somebody.

MALE SPEAKER: --thing that I do find interesting now is the

new Gap campaign.

The new campaign makes you want to go buy a new pair of

jeans every time I see the new models they have out.

MALE SPEAKER: I always think of great advertising as things

like Apple's doing where I'm really looking forward to

seeing the next ad.

And I'll actually watch them on TV. But I'll actually look

for them on the internet.

FEMALE SPEAKER: Apple, of course, is the quintessential

good advertising that harnessed an entire

generation.

There's a sexiness to it, a fun-ness, that sort of thing

that they really tapped into.

MALE SPEAKER: Yeah, a good form of advertising was last

year with The Dark Knight.

They set up a whole bunch of different websites kind of

mimicking what was going in Gotham City.

And they had tours going on for different states where you

could vote for Harvey Dent or be against him, which I

thought was pretty cool.

FEMALE SPEAKER: My friend played for me "This Bud's for

You," a song, on his cell phone.

And he's a computer guy.

And it played the song about this Bud's for you, the

computer guy, and you take care of our hard drives.

And it had all this innuendos.

It was very clever.

And it was a good song.

And so I paid attention to that.

I thought that was really clever.

And apparently they did they did a whole series.

MALE SPEAKER: With the Budweiser frogs, people

remembered it.

I would imitate it.

I was like a little child.

Anything that you get people to kind of recite--

FEMALE SPEAKER: The Geico guy, I actually like him because

just think of a gecko speaking, talking, it's

interesting.

I love the way he speaks.

I love the way--

He grabs me.

FEMALE SPEAKER: Smart advertising is something that

figures out sort of what you want and subtlety

gives that to you.