Creative advertising constitutes one of the highest-budget enterprises today. The present work describes the architecture of PromONTotion, an innovative tool for supporting ad designers in setting up a new campaign. The content of existing ad videos is collaboratively tagged, while playing a multi-player web-based game, and the provided annotations populate the support tool-thesaurus, a hierarchical ontological structure. Annotators-players will also provide information regarding the impact the ads had on them. Data mining and machine learning techniques are then employed for detecting interdependencies and correlations between ontology concepts and attributes, and for discovering underlying knowledge regarding the product type, the ad content and its impact on the players. The support tool will make ad videos, terms, statistical information and mined knowledge available to the ad designer, a generic knowledge thesaurus that combines previous ad content with users’ sentiment to help the creative process of new ad design.