I love those future self Lincoln ads. They remind me of the Back to the Future movies and Ray Bradbury's short stories, only more sentimental. And, in my opinion, the sentiment works. My favorite is the new father in the maternity wing who gets visited by his future self (good make-up) who tells him that the baby he is looking at will someday produce a grandchild. Awwww... And the woman in the hospital has to hear about money planning; how else will she and her husband take that trip to Italy--a celebration of him surviving?

But I loathe the ads for Mercury Insurance., which may be local to the West Coast. Seriously, they need Don Draper's firm because whoever comes up with these ads has bad ideas. After the unbelievably annoying conspiracy nut, we get the equally annoying Mercury Insurance CEO, or something who shows us that they've reduced overhead, literally, just so that they can provide more savings for their customers. Psst, guys, Being John Malkovich came out 9 years ago, and the low ceiling joke wasn't that funny in that movie either. But keep those sales reps in airplane luggage ads-they're Hilarious and don't remind us of terrorism or high luggage fees at all!