IBM bought 60 seconds of costly Super Bowl air time in 2001 to advertise its business-to-business services, a category that can seem out of place amid broad beer and car ads on game day -- but but no less so than quartz bath and counter tops ("Diana Pearl," 2005). In any event, this spot by Ogilvy & Mather makes it work, with a sharp script, a boss character to simultaneously feel for and resent, and enough of a selling proposition to justify the expense.

IBM previously advertised in 1979's Super Bowl XIII ("Chip").

Director: Joe Pytka. Production company: Pytka.

Agency producer: Lee Weiss. Creative director: Chris Wall. Copywriter: Tom Bagot. Art director: John McNeil. Account supervisor: Laura Gentile.

BRAND: IBM

YEAR: 2001

AGENCY: Ogilvy & Mather

SUPERBOWL: XXXV