ESPN

Even casual fans of ESPN know the network has some damned funny and creative commercials. But it's hard to top the new one offering a "behind the scenes" look at their premiere NFL beat reporter, John "The Professor" Clayton. Basically, Clayton - who is a helluva reporter - has a rather conservative Don Knottsian/milquetoast image in an age where most network personalities look like movie stars. The construct in this ad is that, off camera, Clayton has a decidedly different persona. Don't wanna spoil it, but if Chinese food and screaming black metal pique your curiosity, you must see this.

- RICK KOSTER