Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.

Among the new releases, Tina Fey goes back-to-school shopping for her daughters in an American Express ad that Creativity made an Editor's Pick, while Jon "Don Draper" Hamm sings the praises (via voice-over) of the "all-new C-class" in a Mercedes-Benz spot. And Audi goes "off-script" in a commercial that that aired, appropriately enough, during the 66th Primetime Emmy Awards telecast.

Today's TV Ad Highlights

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New Releases

Top new ads recently aired on national TV

Xbox: NFL

Network: Fox Sports 1

Show: The Big Catch: 2014 FOX Sports Football Preview

Primetime Airing: Aug. 25, 8:33 pm ET

American Express: Back-to-School Shopping

Network: ESPN

Show: 2014 U.S. Open Tennis

Airing Date: Aug. 25, 11:54 am ET

Audi: Scripted Life

Network: NBC

Show: The 66th Primetime Emmy Awards

Primetime Airing: Aug. 25, 8:16 pm ET

Buffalo Wild Wings: Hail Barry

Network: ESPNU

Show: CFB Daily

Airing Date: Aug. 25, 11:15 am ET

Mercedes-Benz: Who's In?

Network: ESPN2

Show: 2014 U.S. Open Tennis

Primetime Airing: Aug. 25, 9:11 pm ET

Most Engaging

Top ads by SpotShare for the past 7 days

EA Sports: Madden Season

Online Views: 3,687,277

Social Actions: 77,231

SpotShare: 6.81%

Activision: Launch Gameplay Trailer

Online Views: 2,892,611

Social Actions: 22,533

SpotShare: 3.05%

Herbal Essences: The Vegan

Online Views: 202,444

Social Actions: 26,397

SpotShare: 1.71%

Truth: Unpaid Tobacco Spokesperson

Online Views: 1,197,864

Social Actions: 13,646

SpotShare: 1.52%

Kia: Fully Charged

Online Views: 303,709

Social Actions: 20,772

SpotShare: 1.43%

View top ads in real time at iSpot.tv

As always, you can find out more about the making of the best commercials on TV at Ad Age's Creativity.

Miss the previous installment of Hot Spots? Click here.