I liked the commercials where the PS3 turned into the games and had machine guns and what not, those were pretty tight. Those British LBP ads are clever too, thats about it.
(In response to the Gears 2 comment, I have only just begun to see commercials for it, anyone else notice the same thing?)
Oh yes the Play B3yond ads were great too (the baby wasn't part of them), it's too bad they took down that site.
Edit: Play beyong ads for anyone interested, unfortunately Youtube's quality sucks so alot of the effect is lost. (Sound is awesome with a good system)
http://www.youtube.com/watch?v=RYy6yUd8H28 Smarter
http://www.youtube.com/watch?v=avMW_hKtcDM Pixel
http://www.youtube.com/watch?v=_WRUNyQiNtQ Capacity
http://www.youtube.com/watch?v=6OGn3ykqoVI Control
http://www.youtube.com/watch?v=jI_S2UBkHZE&feature=related Multi-Dimensional
I think that's all of them, and then my personal favorite, the Universe commercial:
http://www.youtube.com/watch?v=SgHZ2xaigwk
