One of my favorite commercials / short films / music videos right now is something currently airing on MTV is Canada. It takes one of the main VJ's/hosts and mashes his love of running with an animator, fresh band and brand - Nike and their Nike+ system.
This is really smart firstly as it captures the essence of running emotively (and I know since I'm doing so bloody much of it these days) but in a way that presumably reaches to a new audience from the keener runner who's probably already on board.
Paired up with a nifty little microsite too embedded in the MTV.ca site. Very nice folks, very nice..
And, the same studio did this little film for Blackberry which is a very good solution to the "we have to tell people everything this thing can do" brief. An imperfect brief but a strong execution, surprising actually for Blackberry as they seem reliant on dull testimonial print ads these days.