Look at the similarities between developing and deploying a campaign versus an app, both of which are designed to drive usage among their respective audiences who derive value through some form of utility that ultimately enables them to reach a certain outcome by accomplishing specific tasks.

FORBES: Advertising as an App

Many hypermotivated cleaners say they view scrubbing as a form of stress relief, and they derive immediate gratification from the sparkling results.

WSJ: Cleaning Products Get Stronger Even Though Scrubbers Insist On Using Elbow Grease

At first the oddly delightful sensibility of "The Hammer" seems to derive from stand-up comedy -- lots of free-form riffs on topics ranging from toggle bolts to the La Brea tar pits.

WSJ: Performance Lifts 'Same Moon'