Summary. Below is a video of Steve Jobs of Apple talking about life, love, loss, success, dreams, and following your heart. This video was recorded in 2005 as he delivered the Commencement Address at Stanford.

Summary. In 2010, Pepsi launched the Pepsi Refresh Project and their Refresh Everything campaign using an inspirational music video featuring the song One Tribe by Will.i.am.

The Refresh Everything campaign was established to offer grants to small charities that might not otherwise receive funding.

This is an example of how an advertising campaign can be merged with philanthropy.

Advertisements that are uplifting are more likely to get promoted at the grass roots level by friends telling friends through social networks.

Video. The video of the advertisement is below.

Summary. The Fun Theory, at TheFunTheory.org, is an initiative of Volkswagen that demonstrates how the enjoyability factor is an essential element in designing products that will inspire and motivate people to use them.

Innovation. Volkswagen is to the automobile industry what Apple is to the world of computers and gadgets. Volkswagen vehicles include innovative design elements that are of little or no benefit other than making their cars more fun and enjoyable. For example, the VW Beetle includes a flower vase (pictured below) to bring color and and additional beauty to the inside of the car.

Inspirational Marketing. The Fun Theory campaign itself is an example of innovation, creativity, and fun with marketing. It is similar to the funny eTrade baby commercials, where a business will create a non-traditional advertising campaign that entertains or inspires while also spreading brand awareness and affinity. The Fun Theory campaign has the grass roots social action elements of the music video, If Today Was Your Last Day by Nickelback. The campaign proves that, with a little creativity, people can be inspired to do good.

Videos. Below are some of the videos demonstrating The Fun Theory principle. The cost of advertising to reach a targeted captive audience of millions would be very expensive. However, like the eTrade funny baby commercials, these videos have had millions of views on YouTube alone.

Summary. In this inspirational animated Coca-Cola commercial, the refrain of the soundtrack is,

“You give a little love and it all comes back to you.

You’re gonna be remembered for the things that you say and do.”

Message. It would appear that Coke is in the business of spreading the love. The ad is based on the video game Grand Theft Auto. This is an example of inspirational advertising that carries an additional message beyond the product or service being sold. This advertisement is being studied in the course on creative activism.