Key to the kingdom

We've all been suckered by a well-crafted trailer, one-sheet, Web site, wild posting, widget or other viral/guerrilla/experiential ad that got us hyped up to see what turned out to be a pretty awful flick. Et tu, "Cloverfield?"

Those aren't the campaigns that won the Key Art Awards this weekend (Unless you count "Premonition.")

The big winners couldn't be more different in their content, but what "The Simpsons Movie," "No Country for Old Men" and "300" had in common was eye-catching creative that told us what we needed to know about each in a skillful, snappy shorthand. Not to mention making us laugh, creeping us out and giving us palpitations.

Reigning It Boy of Comedy Judd Apatow (pictured) won the Visionary Award for inspiring studio marketing teams and used the opportunity to take a little jab at those very same guys.

So, maybe they don't always agree? Can't imagine. It still begs the question: Whose idea were those obnoxious "Forgetting Sarah Marshall" postings?

Full list of winners here.