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Jonathan Glazer. £2 million. Sony. Fallon. These factors combined to produce the ad of the year. Rarely has there been such a long and loud drum roll for the launch of an ad, but as the successor to "balls", "paint" had a lot to live up to - and it didn't disappoint. The 5 November version of the ad, where the music was ditched in favour of the sounds of the explosive devices, was an added bonus.

Written and art directed by Richard Flintham and Juan Cabral

Directed by Jonathan Glazer, Academy

2. BBC RADIO 2

The best ads are the ones that make you say "surely someone's thought of that before". DFGW's "Elvis" spot was as simple as they come, but conveyed a strong message: that the best musicians all play on Radio 2. "What an amazing line-up" summed it up beautifully. The only niggle - Sheryl Crow.

Written and art directed by Brendan Wilkins and Rod Kavanagh

Directed by Steve Cope, Red Bee Media

3. CARLSBERG

Saatchi & Saatchi's "pub football team" ad was one of the highs of the World Cup. Watching the likes of Bobby Charlton and Bryan Robson having a kick around recalls the glory days of English football, and left lager drinkers up and down the country with a warm feeling.

Written and art directed by Dave Henderson and Richard Denney

Directed by Chris Palmer, Gorgeous

4. 3

WCRS's "expo" spot was an elegant marriage of the surreal and a relevant sales message. It was weird, but it still conveyed a message about, well, messaging. An entertaining and effective 30 seconds, which is what it's all about.

Written and art directed by Yann Jones

Directed by Traktor, Partizan

5. TESCO

The Red Brick Road did not disappoint with its first big film for the retail giant. Featuring a host of Britain's best-loved TV celebrities, it was a neatly produced spot to encourage shoppers to bring their own shopping bags. Ronnie Corbett's golf bag and Paul Daniels' magic hat were the highlights.

Written and art directed by Jason Lawes and Sam Cartmell

Directed by Neil Harris, Stink

6. HONDA

"Choir", Wieden & Kennedy's only big Honda film in 2006, had it tough. It's not easy to live up to the likes of "cog" and "grrr", and, well, "choir" didn't. Nevertheless, it was still one of the best ads of the year, requiring an impressive leap of faith from agency, client and consumers.

Written and art directed by Ben Walker, Matt Gooden and Michael Russoff

Directed by Antoine Bardou-Jacquet, Partizan

7. BOOTS

The Christmas epic "'tis the season to be gorgeous" earns a space, not least because of its "most improved" credentials. Who remembers the Harry Hill debacle? Mother has risen to the challenge and produced what's probably the most glamorous film of the year. Handing David LaChapelle the directing brief was inspired. Housewives nationwide will now regard Boots as the place to shop for a truly glam Christmas.

Written and art directed by Mother

Directed by David LaChapelle, HSI London

8. LYNX

The year couldn't come to a close without at least one great film from the Bartle Bogle Hegarty/Lynx team. Indeed, the Ben Affleck spot was one of the best films for the agency in 2006. The casting was perfect; Affleck's got just the right kind of vain swagger that readied him for the fall at the ad's denouement.

Written and art directed by Ed Edwards and Dave Masterman

Directed by Danny Kleinman, Kleinman Productions

9. XFM

Mother's "baby roadies" was a creative highlight of 2006. The story is told with such sincerity; using a hurried documentary style, it really manages to raise a smile. Best of all, it's surprising - not the kind of route you'd expect for a "cool" radio station. A high-profile score for Tony Barry and his new directing career.

Written and art directed by Mother

Directed by Tony Barry, Hungry Man

10. COCA-COLA

Coke's "vending machine fantasy", created by Wieden & Kennedy Amsterdam, manages to imbue the brand with a sense of magic and will hold loads of appeal for sugar-junkie kids the world over. The animation is second to none and the creature playing two clarinets, one in each nostril, is a nice touch.

Written and art directed by Rick Condos and Hunter Hindman

Directed by Todd Mueller, Psyop.