• by Staff Writers , October 10, 2007

Consumers have more control than ever over their TV viewing, often with the option of cutting out commercials entirely. These campaigns must be extra creative to hold the attention of today's viewer.

Fallon

Sci Fi Channel

Sci Fi Channel: Adam Stotsky, Senior Vice President, Marketing & Creative; Blake Callaway, Vice President, Brand Marketing; Dana Ortiz, Director, Off-Air Marketing & Promotions; Mozhgan Setoodeh, Coordinator, Off-Air Marketing & Promotions; Kim Volonakis, Manager, Off-Air Marketing & Promotions.

Fallon: Amy Sheil, Group Media Director; Rocky Novak, Media Supervisor; Josh Kimber, Media Supervisor; Kylee Decker, Media Planner.

HMI (Horizon Media): Ben Johnson, Broadcast Buying Supervisor.

StarLink Digital: Laura Valentino, Account Supervisor; David Turman, Associate Media Director.

The Sci Fi channel received countless hilarious audition tapes for its new superhero competition reality show, "Who Wants to be a Superhero?" and aired them, virtually unedited, as 90-second commercials on late-night cable networks like Comedy Central. "Superhero" increased its ratings by 74 percent from the year before, bringing in 1.2 million new 18- to 49-year-old viewers. And as desired, the campaign lowered the median age of the primetime viewer by 13 years.

MindShare, MindShare Entertainment

Dove

MindShare Entertainment: David Lang, Director of Programming; Greg Manago, Producer.

MindShare: Andrew Heath, Group Planning Director; Ellie Date, Associate Planning Director; Joseph Maceda, Strategic Supervisor; Natalie Parks, Planning Supervisor; Melissa Shapiro, Group Director, National Television; Tamera Mellish, Group Supervisor, National Television.

Dove cream oil doesn't sound like best name for a body wash, and that wasn't even the tough part of marketing the product. Getting women to create and post ads on YouTube and MySpace seemed nearly impossible until a "body wash" category was created in ABC's Academy Awards. The results of the multi-platform, multi-media campaign: $58.2 million in sales versus the goal of $28 million, as well as more than 1,300 videos generated in four weeks.

OMD New York

Frito-Lay

Frito-Lay: Ann Mukherjee, Vice President of Marketing; Jason McDonell, Director of Marketing; Rudy Wilson, Brand Manager; Nichole Taylor, Associate Product Manager; Jared Dougherty, Director of Public Relations.

Millsport: Andrew Robinson, Senior Vice President; Lori Sutherland, Account Supervisor.

Goodby, Silverstein & Partners: Kelly Johnson, Account Director.

TPN: Chris Bellinger, Account Director.

OMD: Chris Hoopes, Client Communications Director; Suhaila Suhimi-Waldner, East Coast Digital Media Director

Super bowl time. Competing snack manufacturers were outspending Doritos two to one, and Doritos' standard media tactics weren't breaking through the clutter. So Doritos' let consumers help them, encouraging them to "Crash the Super Bowl" by creating their own spots that would be debuted on the biggest TV stage in the land. Leaving its competitors in the dust, Doritos increased January sales by 12 percent, and drew 1 billion impressions.