A Monster.com ad in which a worker shares his office with the tail-end of a moose and a Doritos spot that features a crystal ball inadvertently tossed into the groin of a boss took top honors in the Journal's survey of advertising executives and consumers.The USA Today Ad Meter gives a clear and decisive victory to the "Free Doritos" spot, which features a guy who shatters a vending machine with his crystal ball after predicting free Doritos for everyone in the office. Another sad sack then lets loose with the ball, which hits his boss where it hurts. The …

Wired editor-in-chief Chris Anderson, who last made a splash in book publishing with The Long Tail, gives a sneak peek a at his new book, Free, which will be published this summer. The Web is a consumer's paradise, he says. It's the biggest store in history and everything is 100% off. Free can be a good business, he says, if you can get enough customers to pay for premium content to subsidize the majority who take the ride gratis. "Sometimes that's two different sets of customers, as in the traditional media model: A few advertisers pay for content …

A Kellogg's Frosted Flakes ad that ran during the Super Bowl last night is perhaps emblematic of a new sensibility that may replace "green" as the popular cause du jour: community service. The "Plant a seed" spot encourages moms to nominate local playing fields for renovation at Frostedflakes.com. Fifty fields will be selected as part of the campaign, write Kenneth Hein and Elaine Wong. Scholastic Media is launching Clifford the Big Red Dog's "Be Big!" campaign this week, inviting people to spread the word about 10 big ideas, including sharing, helping others and working together. Then, of course, …

Having read numerous stories already about the trouble bottle water is facing, I actually was surprised to read that U.S. consumers consumed 8.9 billion gallons of the stuff last year, a 2.3% increase from 2007, according to the research firm Beverage Marketing. But that's down from an 8% to 12% growth rate just a few years ago, write Christopher Palmeri and Nanette Byrnes, when "such celebrities as Paris Hilton posed with Evian bottles and consumers drove around with cases of bottled water in the backs of their cars and SUVs." One problem has been green activists pointing out that …

Recession-weary audiences generated an unprecedented $1.03 billion in revenue in January, a month that is not known for its big box office, writes Lisa Girion. That's an increase of nearly 19% from last year's $867.2 million. And that's not counting popcorn or nachos. How does that gibe with another headline we saw over and over the weekend: "Worst January ever for Dow, S&P 500"? "The Big Fix," David Leonhardt's cover story in the New York Times Magazine yesterday, provides some clues. As a callout reads: "The norms of the last two decades or so -- consume before …