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Mass Effect 2 commercial during NFC championship game Saints-Vikings was the best video game commercial ever.  Big opening week but weak legs. 

The first LittleBigPlanet sold 4 million on word of mouth with non-existent advertisements.  The 2nd game has massive potential.  A primetime commercial that shows off the graphics and power of LBP2 would be awesome of its sale. 

DC Universe (which I think it's a great game) has lots of untapped potential with all the DC fanboys out there.