My recent favorites have been:
Gears of War -- Theatrical "Mad World" commercial (really worked well on big screen, whole theaters went silent until they figured out it was for a video game)
Assassin's Creed -- "Massive Attack" commercial
some of the Halo 3: Believe commercials, e.g.
this and
that.
I realize they're all recent, but I think recent video gaming adverts have stepped up away from either the childish-dorky-awesome or the teenage-nerd-awesome.
With that said, I will always have a spot for the original
LOZ rap, the
performance artist LOZ commercial,
Mike Tyson,
Sega Game Gear dog,
Game Gear squirrel,
Phil Hartman's Ice Hockey,
Pole Position, Atari's
Fun is Back and that C64 commercial: "all my friends are knocking down my door/just to get a look at my Commodore [boom boom]
sixtyfour".