In 1970 Vince Lombardi, legendary football player, coach and executive, held a speech about "What It Takes to be Number One". That speech is the backdrop to the one million and one things mothers do for their children. They find them to console them after a fight.
Puppy Chow made some branded content with Soul Pancake, featuring a school room full of kids, a retirement home full of senior citizens, and a gym full of sweaty dudes who all get distracted by the puppies when they come in unexpectedly. Which is really cute.
Really neat recruitment idea that makes use of art director behavior. Y&R Prague went and partnered with stock photo site Dreamstime and turned their watermarks into a recruitment ad. Brilliant contextual advertising.