• Forbes, Monday, August 3, 2009 11:03 AM

The funniest ad from 1965 to now among 37 finalists, according to a panel of six ad industry experts and a comedy-club owner, is a 2003 spot for IKEA by Crispin Porter + Bogusky in which a woman touches her new lamp, Meanwhile, an old lamp sags and droops outside in the rain as melancholy music plays, Laurie Burkitt reports. A voiceover, thick with Scandinavian accent says: "Many of you feel bad for this lamp. That is because you're crazy. It has no feelings. And the new one is much better."

One of the famous Fed Ex spots featuring the world's fastest-talking man, John Moschitta Jr., makes the list at No. 4. A Bud "Whassuuuuuup" spot and a classic "Alka-Seltzer commercial also crack the Top 10 but most of the other choices were refreshingly new to me.

Unfortunately, funny ads aren't usually created times as tough as now, according to the judges. Commercials made during economic downturns tend to be "safe" spots meant to drive sales or build trust. "The risk of misfire is too great right now," says Deutsch CEO Linda Sawyer. "Unfortunately, it's often humor that makes people remember an image or a product."

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