Late Show With David Letterman: Dave and Oprah Super Bowl Ad

TV Ads No. 1 It must have taken Camp David–grade negotiations to pull off this Super Bowl ad featuring the jester of late night and queen of day time. After Oprah famously went 16 years between visits to Letterman's show, no one expected to see the two hosts cuddling in front of the tube together wearing the jerseys from their respective teams. "You want the Bears, and I want the Colts, but we both win because we're in love," says Letterman, stuffing his face with popcorn. Touchdown, Late Show!

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Adidas: “Impossible Is Nothing”

TV Ads No. 2 This ad is one of a series depicting athletes like David Beckham and Reggie Bush discussing how they overcame adversity and drawing cartoons of themselves in defining moments. In this spot, Argentine soccer player Lionel Messi tells how a growth-hormone problem he had as a child made him more agile. Messi's drawings are as charming as his story is inspiring. When full-grown Messi appears at the end in an Adidas sweatshirt, the sales pitch is subtle and classy.

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Gatorade: “Thief” (Derek Jeter, John Lackey and Harvey Keitel)

TV Ads No. 3 This commercial casting coup pairs a clutch hitter, an ace pitcher and a Reservoir Dog. Harvey Keitel, as per usual, is the heavy, appearing on the baseball field in a black suit encouraging Yankee Derek Jeter to "Go ahead, take it." The base, that is, from Angel John Lackey. "Aaaah, stealing," Keitel says, when Jeter makes the play. "It's a beautiful thing." So is the sight of three apparently well hydrated guys doing what they do best.

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Dove: “Onslaught”

TV Ads No. 4 Part of Dove's "Real Beauty" campaign, this commercial shows a wide-eyed little girl being barraged by ads promising to make a woman "younger, smaller, tighter" and ending with the line, "Talk to your daughter before the beauty industry does." It's a compelling 60 seconds that makes a gal want to lather up in gratitude. Unfortunately, Dove is owned by Unilever, which advertises its Axe body spray to men using a lingerie-and-stiletto-clad girl rock band called the Bom Chicka Wah Wahs. What do we tell our daughters about that?

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Apple iPhone: “Meredith”

TV Ads No. 5 Documentary filmmaker Errol Morris directs a series of spots in Apple's signature clean style that document the various ways iPhone owners are utilizing their new toys. In this one, a guy describes how he retrieved a forgotten name minutes before a meet-the-boss dinner by pulling up a wedding website on his iPhone under the table. No need for high concept. The super-gadget sells itself.

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American Express: Tina Fey

TV Ads No. 6 There's something about the way Tina Fey expresses exasperation — "No, the other kind of German shepherds" — in the midst of her harried workday that feels awfully familiar to anyone with an endless to-do list. Fortunately, when someone uses the 30 Rock star's credit card to buy 14,000 racquetballs, the gang at AmEx has it covered. She sighs. We sigh. One less thing to do.

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Coca-Cola: “Happiness Factory — The Movie”

TV Ads No. 7 With an actual plot (a Coke machine out of Coke), cute characters and gorgeous 3-D animation, this ambitious soda spot feels more like a Pixar short film than a commercial. And it should, since this sequel to an earlier version of "Happiness Factory" is meant to be watched with popcorn in hand. We hold movie-theater ads to higher standards, but this one deserves to play alongside anything Hollywood has to offer.

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Dos Equis: “Most Interesting Man in the World”

TV Ads No. 8 At last a beer ad for people beyond the keg-stand stage of life. As a handsome, bearded man is shown engaged in such virile acts as freeing a bear from a trap and bench-pressing a pair of nurses, a voice-over description of him only adds to the mystery: "The police often question him just because they find him interesting," we learn. "His beard alone has experienced more than a lesser man's entire body." In the end the ad accomplishes exactly what it should — it makes you thirsty for whatever this guy is having.

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Doritos: “Live the Flavor”

TV Ads No. 9 "Live the Flavor" won Frito-Lay's user-generated Super Bowl ad contest by looking, frankly, a lot like a Madison Avenue product. The geeky Doritos cruncher in the ad is distracted by a pretty girl and crashes his car. They bond over their shared love of orangey tortilla chips. It's an old gag, but what freshens the homespun version is that, instead of Miss USA Ali Landry, this Doritos siren looks like someone who might actually give the guy a shot.

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Nationwide Insurance: “Rollin’ VIP” (Kevin Federline)

TV Ads No .10 Who knew last January that Kevin Federline would emerge as Father of the Year instead of just another pop-star cast-off? Surely not Nationwide, when it recruited Britney Spears' ex to appear in a Super Bowl ad working at a fast food restaurant with the tag line, "Life comes at you fast." Clever and attention-grabbing, this commercial has just one flaw: The brand really burnished was Federline's.

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