If you make a mental list of every literary classic you've wanted to read (or reread), chances are, like most time-deprived individuals, you're not even halfway through your exhaustive wish list.

Cereal makers, deodorant peddlers, and paper towel sellers have faced the dilemma for years of how to reach consumers at the very moment they trundle down the aisle in the grocery store contemplating which brand to buy.

Avid Playboy readers know that the bunny is hidden on the magazine's cover each month. In a unique collaboration with Volkswagen, the September issue had a rabbit hidden on both the front and back cover, the latter in an ad marking the return of the Volkswagen Rabbit.

For advertisers, satellite radio is rather tricky.

When Evan Schechtman was 8 years old, he connected his computer to the TV, even though his dad told him he couldn't do that.

Joey Reiman, founder and CEO of BrightHouse, is a refugee from Madison Avenue who worked at traditional ad agencies for most of his career.

Night Agency excels at coming up with unique viral video ideas for such clients as Symantec, MTV2, VH1, Maxim and Blender magazines, and Johnson & Johnson.

The Viral Factory, based in London, is a devout worshipper of the Web, creating, producing, and seeding viral videos for Internet consumption.

"To succeed at Naked Communications, we often say you've got to be an inventor - it's got to be part of your DNA. You've got to want to do things in unique ways," says Paul Woolmington, who, along with M.T. Carney, cofounded the New York outpost of the international communications strategy firm nearly a year ago.