Veteran ad director Joe Pytka has a knack for instant atmosphere; this spot—a Coke deliveryman captured by the store's security camera as he tries to cadge a Pepsi—is his masterpiece to date. If the punchline is tons of Pepsi cans cascading out of the fridge, the genius stroke is the raw, plaintive music: Hank Williams' "Your Cheatin' Heart" as piped-in Muzak. The ad was the '96 Super Bowl's high point; later that year, Pytka released the feature film Space Jam.