What does a memorable ad look like?

So, what was your favorite Super Bowl ad? I was listening to a discussion on the radio today between the news anchor and Stanford Professor Chip Heath, author of Made to Stick, which is about making ideas (and products) memorable, about what ads worked the best. Prof. Heath made several really important points. For an ad to be successful, it has to be not only memorable, but also good at selling the product. He thought the two best were the one showing the performance of the Toyota truck, because it demonstrated in a very concrete way what the truck could do, and the one for the dog whose fortune was changed by the addition of "spots" that made it look like a Dalmatian, because it told a story. I can remember a funny ad with a gorilla in it, but I can't remember what product it was promoting. I guess that suggests it didn't really do its job, eh?