Due to the consideration that not only products but concepts and ideas need publicity, this project is about producing “commercials for a concept”. “Commercials for a Concept” are ads – but not for products. They are ads for ideas, concepts or utopian product suggestions. Artists and music video directors were invited to create clips on the theme “Ideas for Europe”. The result is 24 entertaining and experimental advertising clips that offer unconventional solutions for social, personal and philosophical problems.