If, like me, you tend to fast forward through the ads because you watch all your television on a hard disc player such as a Sky+ box, it may take a while for interesting ads to register on your radar.
Advertising, the original interruption marketing tool, still has validity as it goes more direct response and increasingly viral in reach.
But remember that if you add advertising (in whatever format) to your marketing toolkit, it is used to specifically raise awareness and bring about some kind of response. For that to happen it needs to be relevant, it needs to resonate with and engage your target audience.
It is for these reasons that I liked the recent Volvo ‘How to make a sexy car ad’ when I stumbled upon it this week. because it tackles the conventions of the traditional car ad head on, in a thoughtful, creative and engaging way.