MSN

Although I am loathe to praise Microsoft, their recent Butterfly campaign definitely earned its place as a favorite in my book. The ads show familiar scenarios peopled with believable characters - plus someone in a comically bulbous Butterfly suit to help out. Acting as a surrogate for the MSN software, the Butterfly helps kids get permission to surf the web, helps boyfriends make up with their ladies, and negotiates better offers for car buyers.

These spots could easily have been irritating or repetitive, yet each and every one manages to get a little grin out of me.

I love this sort of advertising. No prices, no terms, just cheerful explanations of important features. MSN is depicted as a personality, a friendly figure people would love to incorporate into their lives. Introductions are always more satisfying than pitches.

Nice job, Microsoft.