The video is an example of a new trend in "participation advertising," said David Droga, creative chairman of New York advertising firm Droga5, during a keynote session at the CTAM Summit in Boston this week.
Droga5 created "The Great Schlep" campaign that consisted of a Web site, Facebook application and the popular video fronted by Ms. Silverman, also the star of the famous viral video "I'm F—king Matt Damon" earlier this year.
"We didn't win the election for Obama," Mr. Droga said. "We just helped him not lose. Fifteen million people watched the video, 1.5 million downloaded talking points and 25,000 signed up for the schlep. This is a participation medium."
He added, "It's our responsibility to stretch the canvas about how to have a dialogue and be transparent and emotional with our content. The days of being able to go through the motions and create advertising and bombard the consumer is over."