This document discusses what makes work remarkable through examples of unconventional advertising campaigns. It provides case studies of Tide's Super Bowl ad about creating a commercial without knowing the game outcome, and Chrysler's "Imported from Detroit" ad focusing on the struggling city rather than the cars. Both broke sales records. Another example is an air conditioner ad celebrating an unappealing character instead of product features, which greatly increased sales. The document concludes that remarkable work creates culture, changes thinking, is generous, takes risks, avoids social awkwardness, and goes boldly for big impacts.