Could an FS ad be the best of the decade?

The Guardian has a blog asking for the best ads of the noughties - and an impressive number of financial services ads have made the cut. Lloyds TSB, NatWest, Go Compare, Swiftcover, Barclays and (but of course) Compare the Market have all been nominated. Traditionally, this type of contest is dominated by FMCG so it's lovely to see so much creativity and resonance coming from our sector.

Of course, the nominations are weighted to TV (proving that, measurability or otherwise, for lasting recall it can't be beaten) and it is really a measure of creativity and comedy rather than effectiveness. Saying that, the strongest showings are for webuyanycar.com and Cillitt Bang so far - both very much from the Alan Sugar show-it-to-the-camera-and-shout-the-product-name school.

Love him or hate him, IMO Aleksander has to take the FS award for ad of the decade - for redefining the category in an undifferentiated marketplaces and for generating a whole new revenue stream through toy sales.

What are your FS ads of the noughties? Do you think the winning ads win customers as well as plaudits? And - speaking as one who has struggled to get agencies to see beyond the savings piggy bank - what's the best way to get the creativity juices flowing to develop the kind of campaigns that get people talking?