You might think the new advertising landscape—with viral videos and branded Webisodes—would render Donald Gunn's theory obsolete. But in fact, I find the theory still holds strong. The famous BMW films series was just associated user imagery, with some demo elements tossed in. Burger King's "Subservient Chicken"? A symbol of the product's benefit: Your chicken sandwich is made to order, however you like it.

Gunn has always viewed his theory as a useful crutch for the desperate ad writer. When stuck for an idea—late at night, with the client expecting a presentation in the morning—the crazed creative can run through the 12 formats in hopes that one will strike a spark of inspiration. (What if I try this spot as a demo? Or wait—it might be perfect as a parody!)

To me, the 12 formats serve equally well as a weapon of defense for the consumer under assault from endless advertising messages. It's like learning how a magic trick works: Once the secret's revealed, the trick loses all its power.