Last but not least: Gatorade's high-flying viral ad

 
You can't tell at first glance, maybe not even at second glance, that there's anything wrong with it, and that's what makes it so good. The "Ball Girl" commercial from Gatorade has all the ingredients of a successful viral commercial: a short, gripping story, the "there's-nothing-there" effect (you have to watch it again) and an unobtrusive solution to the mystery. You can watch the film on YouTube, but the tagline at the end has been cut out ("Never underestimate the power of superior hydration"). The commercial was made by the agency Element 79 (for those not familiar with chemistry: Element Gold) from Chicago. As Adage.com writes, it was a kind of conclusion to the business relationship with Gatorate. The swan song of the Chicago boys will certainly put the new agency under pressure.