Television campaigns have long featured recurring characters, conventions and taglines. The reason is simple: in a world of infinite media clutter these devices help commercials rise to the top of the heap, arrest attention, and, when executed with the greatest deftness, entertain – all while advancing a brand and its message. From the ubiquity of Progressive Insurance’s Flo to the Chick-fil-A cows to the Energizer Bunny, today’s TV advertising landscape is riddled with examples of such repetition. How successful such customs are may very well be eye-of-the-beholder stuff, but in water cooler conversations that occur both literally and virtually, it is apparent that some are beloved, while others are loathed. This observation has led your Friday Forecast bloggers to ask: Why is this so? What makes some campaigns work and others send you scrambling for the mute button… if not the bathroom? Let’s take a closer look at two campaigns, one that we believe achieves this with the greatest poise and another; well, not so much.