I think the Discovery Channel is some of the best TV around, and their new commercials are fantastic in my opinion.
If you haven't seen them yet, check out this one below. Clever, catchy, and fun.
And if you own a TV and don't watch the Discovery Channel, I want a commitment from you, right here, right now. The shame of it all...
One last thought on commercials:
I've been a rather big fan of the music that is being used on commercials these days and how it is being used. The Discovery Channel being my first example, let's also consider the United Way commercials airing recently using the "We Belong" song. Very effective.
And let's be honest. Don't we all know that Apple does a great job with this? In fact, I would dare say they're trendsetters in this domain.