The E-Trade Baby - E-Trade

Subtitle: We’re starting this list with the most controversial entry. The idea is as simple as it gets: a talking baby convinces us to try E-Trade to avoid . Call it cheap. Call it lazy. It worked. The day after the baby’s debut, E-Trade opened more new accounts than ever before.

Hilltop - Coca-Cola

Subtitle: It’s a bit past its prime now. But back in 1971, this was one of the first big game ads that actually made a mark. A melting pot of gorgeous young coke-drinkers, singing about Coke on a hill in Italy. By today’s standards, it’s a little strange. But you have to give credit to the ads that broke new ground.

1984 - Apple

Possibly the most famous ad ever made. Certainly, few made such an impact. Apple used this ad to position itself as the plucky underdog in the fight against the tyranny of…other computer companies? Maybe a bit melodramatic. But for an ad that only played once during the game, it sure made a splash.

The Force - Volkswagen

Our would-be Darth Vadar struggles mightily to produce a bit of real Star Wars magic…until his Dad (with the help of Volkswagen) steps in. Charming. Funny. And just off-beat enough to make an impact. This one is a classic for a reason. And it worked: VW got 2 million visits to their website the next day.

The Man Your Man Could Smell Like - Old Spice

This Old Spice ad never actually aired during Super Bowl XLIV. Instead, it was released online that weekend and quickly became one of the most talked-about campaigns of the entire year.

Every Ad is a Tide Ad - Tide

Great idea. Fantastic execution. After all, 99% of commercials feature beautiful people in beautiful, spotless clothes. And Tide is all about keeping clothes spotless. So, is every ad just an ad for Tide?

Office Linebacker - Reebok

At the end of the day, the Super Bowl is a football game, after all. An ad like this, that makes its point AND focuses on the sport, really hits home. Terry Tate, the office linebacker, became a cult icon. And Reebok milked that success for years.