This commercial gave me chills when I saw it during Sunday night's Oscar broadcast.
I've often said that all advertising plays on at least one of two basic emotions: hope and fear. This spot deftly combines both into an ad that's incredibly simple -- and effective.
It comes from San Francisco's Venables Bell & Partners, who are also responsible for what I thought was the very unfunny Godfather spot during the Super Bowl, also for Audi. Ironically, the Godfather spot is all over the web, whereas this one proved much, much harder to find. Funny, given that this is such a superior spot.
Sorry, VB&P, but sometimes the kiss comes with a slap.