When you ask ad laypeople what their favorite or the most memorable commercials are, they generally have something in common.

Whether its the Dos Equis “most interesting man in the world” or Axe’s Isaiah Mustafa or Progressive’s Flo or Travelocity’s signature gnome, a brand character helps make a commercial easily identifiable and just plain likable.

Take our word for it, from the aforementioned Travelocity gnome spots we did with RESET Content’s Vesa Manninen to our recent work with “The Maker” for Motorola, we’re familiar with these brand ambassadors that we welcome into our homes day in and day out.

So what’s the purpose of having a spokesperson? To us, we see it as a great vehicle for storytelling. If you have a character you see day in and day out, it mirrors episodic television. You have things you come to expect from that character. When that character is placed in absurd situations, you can laugh because you know them. Best yet, you build a trust with that character, and an inherent affinity with that brand.

Needless to say, brand characters we are pro-you! Watch one of our favorites above.