Business Insider released their "Best Ads of the Decade" list, and it's a good one!
I encourage you to click the link and have a look because I love almost every ad on there!
Personally, I think Bud Light's "Dilly Dilly" is just silly-silly, and while Gillette's "The Best Men Could Be" ad might have been well-intentioned, it was also preachy, hypocritical (given past Gillette ads that used beautiful women as props to clean-shaven men), and arguably contributed to an $8 billion write-down for the company. (To what extent is certainly debatable, but you'd have a tough time arguing it helped.) Also, while Under Armour's "I Will What I Want" ad featuring Misty Copeland is very good, I'd argue Michael Phelps' "Rule Yourself" is better.
What spots would I use to replace Bud Light and Gillette on the list? That's easy: Red Bull Stratos (because they dropped a guy from the edge of space!!!), and the hilariously effective "It's a Tide Ad" (which was amazingly brilliant in the context of the Superbowl.)