Your Contemporary Advertising AdForum Playlist contains Cannes Award winners from 2009. You’ll see some of the best creative ideas in the world represented here.
Part 1:
Use the first three ads in the playlist, “Cops,” “Alcoholic,” and “Explorer.” Your task is to “reverse engineer” the ads and for each develop:
1. An objective statement.
2. A support statement.
3. A tone or brand character statement.

Part 2:
Use the ad entitled “The Shot,” developed for the Comics National Museum. Use the ad to write a message strategy for the campaign, which is intended to show that comics are a type of art. Be sure your message strategy addresses the verbal, nonverbal, and technical elements of message strategy, including mandatories. Then, search in AdForum to find other ads from the campaign to see how well your strategy describes the other ads. 

Part 3:
For the rest of the ads in the Playlist, discover how each transforms a concept. Determine for each of these great ads whether a central idea is manipulated through adapting, imagining, reversing, connecting, comparing, eliminating, or parodying.