6 brilliant marketing campaigns?

This article, posted yesterday, references "6 Brilliant Marketing Campaigns" (including links to ads). I agreed in some respects with several comments by the author, but found the use of the word "brilliant" interesting:

"6 Brilliant Marketing Campaigns" (link to article)

Question - do you agree with the author, or would you consider other adjectives more fitting (e.g. "clever", "creative", "edgy", "cool", "funny", "innovative", etc.). If "brilliant", in what context(s)? How might you judge their overall effectiveness in terms of strategic marketing objectives, such as:

• building awareness
• developing brand identity
• encouraging product trial
• resonating with core customers, values, etc.
  
• differentiating from competitors
• addressing a unique market need

As this is a blog post, any thoughts, however specific/brief or detailed, are welcome.

-Nathan