Stephan Lee
December 11, 2012 AT 09:41 PM EST

With DVR revolutionizing the way we consume television, commercials have to work harder than ever to reach its target audience — much less make any lasting impact. It’s been a steep learning curve, and not everyone is thinking outside the box just yet (see: Pepsi’s celebrity-driven Super Bowl ad that didn’t exactly scream “New Generation!”) But these other five companies stood out for daring to be different. Don Draper might even be impressed. Watch below.

Classiest: Cartier, “L’Odyssee de Cartier”

In the French jeweler’s big-budget mini-movie, a gem-encrusted panther comes to life, ventures across exotic landscapes, and encounters a golden dragon. Great cinematography, Cartier, even though you reminded us why we can’t afford your jewelry.

Most Touching: Google Chrome, “Jess Time”

Google needs to invent e-tissues so we can get through their ads. A college freshman and her dad use various apps to spend quality time together while they’re apart. Watch out for an ugly-cry-worthy ending.

Next: Olympic sap, a little romance and some comedy

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