At $3 million / 30 second spot, there's a lot on the line for a Super Bowl ad spot. I can't say I'm a studied observer of them, so I don't pretend to have any deep insight.
I'd seen the long version of the VW little kid Darth Vader ad earlier, and knew I'd enjoy it. I also liked the Chrysler 200 Eminem ad, and the House promo take off on the Mean Joe Green Coke ad. But my favorite spot, which was likely an unpaid inter company NewsCorp freebie was the Justified season two promo that channeled Dirty Harry.
Here's the long version of the VW Darth Vader spot:
Here's the House promo:
Here's the Justified promo: