Pepsi

Pepsi with Cindy Crawford, Super Bowl XXVI, 1992 For most of its runtime this plays as a straight glamour spot, every shot fixed on Cindy Crawford and her soda. Then the two kids watching her get the last word, and it turns out their attention was somewhere else entirely. The whole joke is the bait-and-switch, and it lands because the setup is played with a completely straight face. Plenty of later Super Bowl ads spend most of a minute pretending to be something else before the punchline; this is the one to watch first.