THE BOOK OF LISTS: The 10 Best Cinema Commercials

1. X-box "mosquito/Champagne"

The X-box "mosquito" commercial has the edge but "Champagne" also works brilliantly on the big screen thanks to the sheer dramatic scale of both ads, which excel in both sound and camerawork.

Agency: BBH

Copywriters: Fred & Farid

Art directors: Fred & Farid

Director: Daniel Kleinman

Media agency: Universal McCann

Production company: Spectre

2. LEVI'S "ODYSSEY"

Stunning camerawork is enhanced by an inventive choice of classical music that builds the emotional impact of this 60-second love story. It sizzles on the big screen.

Agency: BBH

Copywriter: Anthony Goldstein

Art director: Gavin Lester

Director: Jonathan Glazer

Media agency: Starcom Motive

Production company: Academy Commercials

3. REEBOK "SOFA"

Cleverly filmed in subdued tones to give the ad a grungy rather than a polished feel, Budgen has succeeded in turning a sofa into a living, breathing, believable creature to reach out and tickle Reebok's cynical youth market.

Agency: Lowe Lintas

Copywriter: Tony Barry

Art director: Vince Squibb

Director: Frank Budgen

Media agency: Initiative

Production company: Gorgeous Enterprises

4. STELLA ARTOIS "DOCTOR"

This epic spot that characterises rural France in terror of the plague could have been made for cinema. The execution excels in both direction and casting.

Agency: Lowe Lintas

Copywriter: Vince Squibb

Art director: Vince Squibb

Director: Ivan Zacharias

Media agency: Starcom Motive

Production company: Stink

5. MERCEDES "LUCKY STAR"

The convincing Hollywood feel of this spot disguised as a cinema trailer fooled even the most discerning of cinema-goers into believing they were in for a car-chasing, blockbuster treat.

Agency: Campbell Doyle Dye

Copywriter: Walter Campbell

Art director: Walter Campbell

Director: Michael Mann

Media agency: BJK&E

Production company: Anonymous

6. BARCLAYS BANK "EVIL"

A visually striking spot featuring a magnetic performance from Samuel L Jackson, who works as the ideal celebrity vehicle to target a cinema-going audience.

Agency: BBH

Copywriter: Marc Hadfield

Art director: Pete Bradley

Director: Jonathan Glazer

Media agency: Starcom Motive

Production company: Academy Commercials

7. DTLR "TEENAGE ROAD SAFETY"

Shades of the movie The Sixth Sense are evident in this hard-hitting spot as the ghost of road-accident victim, Tom, walks unseen past his friends.

Agency: D'Arcy

Copywriter: Jon Lilley

Art director: Andy Bunday

Director: Chris Palmer

Media planning: Carat

Media buying: Unversal McCann

Production company: Gorgeous Enterprises

8. BBC4 "IAN MCEWAN"

This haunting spot to promote the launch of the BBC's arts and culture channel uses inventive double exposure to juxtapose images of the landscape with images inside the author Ian McEwan's head.

Agency: BBC Broadcast, London

Copywriter: Ben Friend

Art director: Anton Ezer

Director: Michael Geoghegan

Production company: BBC Broadcast, London

9. INTERNET CHILD SAFETY "YOU NEVER KNOW"

Directed by the Turner Prize-winner Gillian Wearing, this spot features clever casting highlighting the drawbacks of internet chat rooms. The ad targets teenagers and parents and misleads us as to the identity of the speaker, showing how easy it is for kids to fall into the clutches of paedophiles who build up up youngsters' trust by using their language.

Agency: Ogilvy & Mather

Copywriter: Nigel Roberts

Art director: Paul Belford

Director: Gillian Wearing

Media planning: MG OMD

Media buying: Universal McCann

Production company: Colossal Pictures

10. KICK RACISM OUT OF FOOTBALL "KICK IT OUT"

Striking black-and-white images illustrate a poem from Benjamin Zephaniah's collection that aims to kick racism out of football. Zephaniah's delivery and infectious laugh instil humour into a bleak subject.

Agency: M&C Saatchi

Copywriter: Clive Yaxley

Art director: Jerry Gallaher

Director: Chris Palmer

Media agency: Walker Media

Production company: Gorgeous Enterprises