The visual elevator pitch done right.

Creating emotion around a single concept

Again...at the gym, I was watching the TV without sound and this AD came on.  I loved the storyline and the way it set-up the company as being responsible.  I don't know if they live up to that claim, but is is a great campaign.

Talk about showing the product...

The Calgary Public Library's award-winning television commercial. 

Who took my eggs?

I was at the gym, and I was watching this while I listened to my iPhone.  While I couldn't hear the audio from the commercial, I totally got the concept.  This gets an A on the first tenant of film/video: show...don't tell.

Simple story, powerful message