The most effective ad of 2009 was also one of the most boring.  

At least that’s the verdict of several Adweek readers commenting on Ace Metrix’s selection of this Rubermaid ad as its top scoring ad for creative effectiveness.

A tame sample: “What is this crap? Do you know when creatives read this we laugh—what business is Adweek in?”

That’s a big contrast to YouTube comments like this one from an actual consumer: “LOL! the tidal wave of plastics…happens to me all the time lol.”

This disconnect is that the creativity in the Rubbermaid spot isn’t in the excecution—it’s in identifying an insight that resonates with consumers and compels them to buy. And there’s nothing boring about that.