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The idea of bringing the Broadway musical to commercials signals cheese alert in these circles, but these spots riffing off classic showtunes, like "On eBay" seen above, manage to sing and dance with an Astair-like finesse. American Beauty director Sam Mendes' deft direction and witty copy and songwriting pull off the multi-brand pimping, not an easy task, done as skillfully elsewhere probably only by Target. Hell, with the likes of Hairspray and those countless other film-to-Broadway crossovers, Goodby might as well do it eBay all the way to a Tony.

Agency: Goodby, Silverstein & Partners CDs/CWs: Jamie Barrett CW: Matt Rivits AD: Steve Mapp Agency Producer: Cindy Fluitt Director: Sam Mendes/Moxie DP: Dion Beebe Editor: Avi Oron/Bikini Edit Music: Elias Arts

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