Funny ads are ok, but those with utility and value are far better

Advertising campaigns that focus on offering value and branded service will be the winners according to Clark Kokich, aQuantive's Avenue A/Razorfish's worldwide president. While entertainment will play a role in future advertisements, the focus is to shift to utility and value instead, to have a lasting impact on the way consumers think.

Offering an example of his own doing, R/GA's Law pointed to the Nike Plus campaign, which he spearheaded last year. To build a closer relationship with the runners, Nike Plus gives them the ability to record workouts on their Apple iPod Nano using a chip in their Nike running shoes. Users can then instantly upload and view their workouts on an illustrated graph online.