Actress Beth Grant delivers the best line in one of my favorite movies, 2001’s Donnie Darko. Here she is with her classic lament: “Sometimes I doubt your commitment to Sparkle Motion!”

Now, time travel to present day. Beth Grant has showed up in a Skittles commercial. I love this:

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Michelin. Because so much is riding on your tires.

That slogan has been drilled into our brains repeatedly since 1985, when ad agency DDB created it. It’s poetry in a tire commercial. Why is it so good? Six reasons.

1. It takes a totally boring product and invents an emotional benefit. What’s riding on your tires? First, the safety of you and your passengers. Secondarily, your job, your social life, and any other reason you need reliable transportation.

2. It’s good writing. The slogan is concise and easy to understand. It has a rhythm that naturally emphasizes the important words so much.

3. It contains a pun that isn’t a groaner.

4. It lends itself to charming commercials involving adorable babies.

5. It’s perfectly suited for the product it’s selling. Tires are mysterious. We only buy them every couple of years, and a layman can’t tell the difference between a good tire and a cheap one. But if you convince us, through repetition of a catchy slogan, that your brand-name tires are better than the cheapo brand, we just might buy them.

6. It contains an implied threat. “If you don’t buy our tires, your children will die and you will live out the rest of your days wracked with guilt, you pathetic cheapskate.” Said with a smile!

Now, here’s the crazy thing. Michelin doesn’t even use this tagline any more. They haven’t for years.

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I like the animation and music in this ad for the Honda Accord Crosstour, a station wagon that otherwise would be of minimal interest.

The song is “Pata Pata” by Miriam Makeba. The ad agency is RPA. Visual effects by a52. More ad credits here.

It’s been a so-so year for TV commercials, but this Levi’s ad is insanely great.

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Did Jim Henson ever do anything that wasn’t freakishly creative? Before his high-minded career in children’s television, Henson produced TV commercials. They’re hilarious. Since many of them are online now, and it’s fun to watch these oddball 1950s and 1960s ads that show Muppets in various states of evolution. Check out this one for McGarry’s Sausage, starring a puppet that resembles Kermit:

And here’s one for Munchos featuring a what looks like Cookie Monster:

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The latest Dunkin’ Donuts commercial will blow your mind:

But… but… Donuts are bad for children too! There’s no logic— Hey, are those sprinkles?

My take on the Super Bowl ads:

Best ad: Cash4Gold. Why? I hated this company furiously until I saw this ad, and immediately after watching it I thought they were a-ok.

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TV commercial for Swedish Fish by JWT, New York. (Higher quality version and full credits here.)

A marvelous commercial for Toyota Australia: