When Magic Johnson talks, basketball fans listen. The expandable ad unit Ryan Partnership and Unilever created to promote Dove for Men counts on this premise to get people to open it and spend time with the message. After a brief logo treatment, Magic is talking within the video, which encourages people to open it to hear what he's talking about. Turns out he's sharing personal recollections of his life and career and pondering the difference between "Magic" and "Earvin."

Looking to stand out in the increasingly crowded flood of Hulu video interstitials, Marcus Thomas and Homax came up with a simple but clever spot to promote Goo Gone(R) that plays with context. A scrolling list tallies off all the usual things that Goo Gone(R) removes, but then when "Bad Acting" rolls by, the commercial jarringly stops and rewinds backs, grabbing the viewer's attention with the simple joke, adding: "We're working on that one."

To relaunch the JetBlue brand online, Mullen created a new concept it felt was core to the brand: "You Above All," highlighting the airline's lauded customer service. The campaign rolled out with a series of hidden-camera style videos depicting everyday scenarios with typical airline aggravation (such as a cabby who charges $25 baggage fees). The campaign launched with a YouTube takeover that played along with the conceit - and asked users to pay to watch the channel that day (then followed with a message about how JetBlue offers free inflight entertainment …

What do you do once you have people emailing around their personalized serenading unicorn videos to one another and you've already tackled the likes of Michael Bolton covers? Juicy Fruit and Evolution Bureau branched out with their equine friend, cannily giving fans ways to insert him into Facebook conversations with originals like the doo-wop "Please Take That Post Down" and another round of social media-ready star-powered covers, like Aerosmith's "Angel" with Sarah Silverman.

I am Jack's funny bone. Tickle me and Jack may buy your movies on Blu-ray. If senior citizens performing the "I want you to hit me as hard as you can" scene from Fight Club make Jack laugh, well, then he very well may go around clicking through to watch a high schooler's video rendition of the dog-fighting scene from There's Something About Mary and any of the other five videos Fox Home Entertainment and Break Media made to promote Fox's back catalog of films. Just remember: …

Starcom USA and Wrigley teamed with Arrested Development cult icons Jason Bateman and Will Arnett (and the actors' production company DumbDumb) to create a series of humorous shorts called, appropriately enough, "Orbit Dirty Shorts." Each raunchy scenario (one features Bateman posing as a female stripper and another has a middle-aged Arnett character dating a teenage girl) prominently uses the Orbit gum as a device to clean up the slimy situations the characters created.

Working off the research insight that 70 percent of women wear the wrong bra size, Night Agency and Playtex created a series of Webisodes to address issues of comfort women face with their bras. The Playtex Bra Makeover series began life as a social media-driven contest in which nearly 3,000 women vied for 10 makeover spots. The Webisodes chronicled the winners' makeovers, and demonstrated Playtex's expertise not by parading "angels" across a stage, but by solving fit problems real women have.

To support the launch of HP's BEATS Audio equipped Envy laptops, DBG and HP (along with McCann Worldgroup and OMG) created a summer concert series in New York?s Times Square. The interview and performance show was shot live in the Reuter's Studio and broadcast live on the massive Reuters and NASDAQ digital billboards in Times Square, streamed live on HP?s Facebook page and streamed live within HP and Intel Branded Video players across the DBG Video Network. The live footage was edited down into webisodes that were distributed across the DBG …

It's a well-known fact that cyclists like their suds almost as much as they like to stay fit. Michelob Ultra is designed for this very dichotomy - which spokes-cyclist Lance Armstrong diplomatically refers to as "balance." Michelob Ultra integrated its talk-show-like spots into Demand's LIVESTRONG property, with the man himself hosting (conducting interviews over a couple of frosty Ultras, of course). And it worked perfectly, since not only is Lance Armstrong the most well-known American cyclist in the world, but he may be the cyclist Americans would most like to get …

Instead of going the usual route of placing its product in the hands of a well-known celebuTuber, Microsoft went one better and placed the YouTube star in the product. The brand created an online remix experience for a video of Katy Perry's "Firework" by Mike Tompkins, who makes covers of popular songs using only his voice (think a hipster Bobby McFerrin) and posts the resulting videos to his popular YouTube channel. To encourage people to download the latest release of Internet Explorer, BaM and Microsoft turned the video into …