Fifteen second spots have a double challenge - they're tasked with taking half the time of the traditional 30-second spot and creating just as much of a reaction. Keep in mind that having less time for someone to happen to catch your spot, or that for folks with DVRs, it's even more likely to be missed when they're hitting that fast forward button. Which is, of course, why you've got to be super creative when putting these spots on, not just chopping up content for 30-second varieties and spending less money on the ad buy.

Conover Tuttle Pace put together two great ads, at least in my eyes, for the World Men's Curling Championship, taking place this weekend in Lowell, Mass. The :15s, produced by Picture Park and edited by George Cox of Georgecogs Industries, feature one woman in her morning preparation asking her spouse "where her curlers are," presumably about her hair curlers. Having known the punchline, more or less, this could have been less than humorous, but it didn't disappoint. Just imagine how it would have been were you to not have a clue what the ad was about when watching it.