Enough with all this negativity! Everybody agrees that there are real duds out there, but there are also little gems. I love well-made commercials, to the point that I will often interrupt the “fast forward” on my VCR to look at them, although I hasten to add that there are very few such instances. I’m probably not alone in this regard, because when they have a retrospective of the best commercials from all over the world at one of our local cinemas, there are always lines outside.
With this intro out of the way, I yield the floor to all interested. Being fully conscious of the fact that the whole process is quite subjective, I could nevertheless start the ball rolling with two of mine: any one of the commercials in the recent GAP campaign, and a set of older ones – the ones inviting people to “come see the softer side of Sears”. Might add a last one: a 15-second commercial where you see a door slowly closing with traffic noise in the background. Once the door is shut, you see the company’s logo: Midas Muffler. Dead silence. Not one word spoken.