Café Najjar via Lowe Pimo did this brilliantly but I think since Najjar is re-pitching the account there has been no active service this year from the agency). Which brings us to the advertising above - "if I win tonight, ya emmi (my mom!) what will happen"... The ad is deceptively easy but plays on all the emotions and excitement of the anticipation for winning! For my money, I still did not see a better one this year.