Hands down, my favourite ad shown during last week's Academy Awards was Google's "Find your Scene" ad, which highlights a number of Google features in a unique and compelling way.
If you're not a movie-lover, you may not understand everything happening in the ad until the halfway mark, where the film references become much more obvious. But it's important to keep the context in mind: this commercial was aired during the Academy Awards, which was likely to be watched by - you got it - movie lovers!
These days it isn't difficult to target an audience with your ad. But an advertiser willing to create a distinct ad for a target audience (or to tie-in to a specific event) is far more rare than it should be.