Heck, if you can name one of the top ten, I will give you bonus points.

The reason you can’t remember the best ad or any ads from the big game, it’s not the best tool.

It’s not the best tool because it doesn’t connect, make an impact, or leave a mark. 

Surprise beats consistency. 

Emotion beats fact.

Funny beats dour.

Useful beats sales. 

Beautiful beats boring. 

Inspirational beats directional.

The best communicators have always understood this instinctively.

By the way, USA Today’s Ad Meter ranked Amazon's "Alexa Loses Her Voice" as the best 2018 ad.

I don't remember the ad either.

But I do remember my friends telling me a story or two about Alexa that used funny, useful, beautiful, and inspiring words to describe their experiences.

-Marc

Marc A. Ross is the founder of Caracal Global and specializes in thought leader communications and global public affairs for senior executives working at the intersection of globalization, disruption, and politics.