I have not seen all the Super Bowl ads this year and to be honest I am not sure I'll get to doing it. BUT, from the ones I've seen so far I really liked the new RAV4 ads, featuring Kaley Cuoco.
I love the fact that they used Skee-Lo's "I Wish" from 1995 and how great is the little literal play with the lyrics (and how they strategically stop -in the shorter ad- right before he says he wants a '64 Impala). I remember 1995 was when I got my first CD player and my brother had this song on one of his compilation CDs, so do the math. Love both versions, but for some reason I like the 30-second one a bit more.