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caz604 said:
I gotta go with Sony's Kevin Butler commercials. Hilarious.

Special mention to Nintendo's NSMBWii commercial. Thought that was pretty well done too.
Did not like the Wii would like to play ads. Just didn't get me.

I know Microsoft had some good commercials, but to me, nothing really memorable.

I would consider the "Mad World" spot for Gears of War to be a landmark in advertising for a single ad advertising a video game:

This ad has been lampooned and has been noted a lot.  It is very effective at what it does.  The Kevin Butler spots AS A CAMPAIGN are also excellent, in a different way.