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The X-box "mosquito" commercial has the edge but "Champagne" also works brilliantly on the big screen thanks to the sheer dramatic scale of both ads, which excel in both sound and camerawork.

Agency: BBH
Copywriters: Fred & Farid
Art directors: Fred & Farid
Director: Daniel Kleinman
Media agency: Universal McCann
Production company: Spectre

2. LEVI'S "ODYSSEY"

Stunning camerawork is enhanced by an inventive choice of classical music that builds the emotional impact of this 60-second love story. It sizzles on the big screen.

Agency: BBH
Copywriter: Anthony Goldstein
Art director: Gavin Lester
Director: Jonathan Glazer
Media agency: Starcom Motive
Production company: Academy Commercials

3. REEBOK "SOFA"

Cleverly filmed in subdued tones to give the ad a grungy rather than a polished feel, Budgen has succeeded in turning a sofa into a living, breathing, believable creature to reach out and tickle Reebok's cynical youth market.

Agency: Lowe Lintas
Copywriter: Tony Barry
Art director: Vince Squibb
Director: Frank Budgen
Media agency: Initiative
Production company: Gorgeous Enterprises

4. STELLA ARTOIS "DOCTOR"

This epic spot that characterises rural France in terror of the plague could have been made for cinema. The execution excels in both direction and casting.

Agency: Lowe Lintas
Copywriter: Vince Squibb
Art director: Vince Squibb
Director: Ivan Zacharias
Media agency: Starcom Motive
Production company: Stink

5. MERCEDES "LUCKY STAR"

The convincing Hollywood feel of this spot disguised as a cinema trailer fooled even the most discerning of cinema-goers into believing they were in for a car-chasing, blockbuster treat.

Agency: Campbell Doyle Dye
Copywriter: Walter Campbell
Art director: Walter Campbell
Director: Michael Mann
Media agency: BJK&E
Production company: Anonymous

6. BARCLAYS BANK "EVIL"

A visually striking spot featuring a magnetic performance from Samuel L Jackson, who works as the ideal celebrity vehicle to target a cinema-going audience.

Agency: BBH
Copywriter: Marc Hadfield
Art director: Pete Bradley
Director: Jonathan Glazer
Media agency: Starcom Motive
Production company: Academy Commercials

7. DTLR "TEENAGE ROAD SAFETY"

Shades of the movie The Sixth Sense are evident in this hard-hitting spot as the ghost of road-accident victim, Tom, walks unseen past his friends.

Agency: D'Arcy
Copywriter: Jon Lilley
Art director: Andy Bunday

Director: Chris Palmer

Media planning: Carat

Media buying: Unversal McCann

Production company: Gorgeous Enterprises

8. BBC4 "IAN MCEWAN"

This haunting spot to promote the launch of the BBC's arts and culture channel uses inventive double exposure to juxtapose images of the landscape with images inside the author Ian McEwan's head.

Agency: BBC Broadcast, London
Copywriter: Ben Friend
Art director: Anton Ezer
Director: Michael Geoghegan
Production company: BBC Broadcast, London

9. INTERNET CHILD SAFETY "YOU NEVER KNOW"

Directed by the Turner Prize-winner Gillian Wearing, this spot features clever casting highlighting the drawbacks of internet chat rooms. The ad targets teenagers and parents and misleads us as to the identity of the speaker, showing how easy it is for kids to fall into the clutches of paedophiles who build up up youngsters' trust by using their language.

Agency: Ogilvy & Mather
Copywriter: Nigel Roberts
Art director: Paul Belford
Director: Gillian Wearing
Media planning: MG OMD
Media buying: Universal McCann
Production company: Colossal Pictures

10. KICK RACISM OUT OF FOOTBALL "KICK IT OUT"

Striking black-and-white images illustrate a poem from Benjamin Zephaniah's collection that aims to kick racism out of football. Zephaniah's delivery and infectious laugh instil humour into a bleak subject.

Agency: M&C Saatchi
Copywriter: Clive Yaxley
Art director: Jerry Gallaher
Director: Chris Palmer
Media agency: Walker Media
Production company: Gorgeous Enterprises