Simple. Effective. Funny.
These three characteristics defined the first great campaign of the new millennium, from TBWA\Chiat\Day. The Mac vs. PC spots launched in 2006, starring Justin Long as the hip Mac and John Hodgman as the bumbling PC. The way the two computer brands were personified gave Mac a competitive edge, without coming across as unpleasant or obnoxious.
The campaign lasted through 2009, totaling 66 bite-sized spots.