This love story about monsters to market General Motors' Hummer brand wasn't brand-new when it ran in the Super Bowl, but that's where it put agency Modernista on the map. It also won over Ad Age reviewer Bob Garfield more effectively on the big-game stage. 

GM also used Super Bowl XL to market Cadillac ("Chrome Couture") and the GMC Yukon ("Best Ideas").

Director: Noam Murro, whose portfolio also includes Chevrolet's "2012" and Taco Bell's "Viva Young." Production company: Biscuit Filmworks. Director of photography: Toby Irwin.

Executive creative directors: Lance Jensen, Gary Koepke. Art director: Phillip Bonnery. Copywriter: Alex Flint. Agency executive producer: Charles Wolford. Senior agency producer: Eric Voegele. VFX: Method Studios. Sound Design: Stimmung. Editor: Avi Oron.

BRAND: Hummer

YEAR: 2006

AGENCY: Modernista

SUPERBOWL: XL