The 11th format is "unique personality property." These spots highlight something indigenous to the product that will make it stand out. It could be the country of origin (a sports car boasting about its German engineering). It could be the product's unusual moniker ("With a name like Smucker's, it has to be good").

Or it could be the company's founder. In this ad for Dyson vacuums, founder James Dyson describes how he carefully designed his product. By putting Dyson front and center, the spot adds a memorable dimension to the brand: "Oh, that clever British chap invented it."

Note that this ad (like many others on TV) might be considered a hybrid of multiple formats. Besides the unique personality property, it also throws in elements of showing the need. And it even has some associated user imagery. Yes, Dyson is the company founder. But he also comes off as a smart, vaguely hip, functionality-obsessed fellow—just the sort of person the Dyson consumer imagines himself to be.