The eighth format is "ongoing characters and celebrities." One big challenge when making an ad is to ensure that your brand "gets credit" for the spot. The viewer may remember the ad just fine and yet forget which brand it was for. The use of a recurring character, or celebrity, can help cement a brand's identity into the viewer's brain.

Think Jared for Subway. Or the Energizer bunny. Or, my favorite, shown here: the Geico cavemen.