iMedia: Why do you suppose that didn't win?

Garfield: Because, due to some horrendous oversight, I wasn't consulted. The same goes with Current TV's so called V-CAM contest. The winner was a fairly slick but utter vacuous "Transformer" computer animation of various Sony products mutating into one another, but it was nothing compared to an entry called "Trampoline."

It showed a teenager -- Brandon Kirshner of Rochester, New York -- setting up a Sony high-def videocam to tape himself bouncing on a backyard trampoline. As he's jumping up and down, though, we see the camera's flip-open monitor displaying the image. But in the monitor, the kid is not just bouncing; he's doing somersaults. The message: "Look Your Best. Use HD."

iMedia: The payoff is a bit generic, isn't it?

Garfield: Yes, but that's the only flaw in the spot. Adding the word "Sony" would have done the trick. Another clever UGA also depends on hyperbole. It's by a video guy named Kevin Nalty from Doylestown, Penn. who calls himself "Kevin Nalts" online. He did a thing based on the simplest idea: trying to smuggle candy into a movie theater.

The thing is the candy was a six-foot-long roll of Mentos. Very silly and very funny.