Top 10 pay-TV promos

Fox in Japan uses Sumo-wrestling legend Taro Akebono to promote US hit-show Glee. Cute Sumo-wrestling kids, even cuter background dancers – and Akebono. This ad is done by Fox's in-house creative in Japan.

Discovery Channel’s 'The world is just awesome' spot features many of their top shows and stars, accompanied by the incredibly catchy ‘Boom De Ah Dah’ song. Agency 72 and Sunny produced this in 2009.

This spot for ESPN’s flagship show Sports Center is one of a great series of ads featuring the world’s top sporting icons. The 'This is Sports Center' is a initiative by Wieden+Kennedy New York since 1994.

Sony Pictures Entertainment Networks Asia’s AXN employs sharp editing and a wry sense of humour to showcase the 'Too sexy' male leads of top-rating shows including CSI, House, Numbers, Nip/Tuck, The Amazing Race and Chuck. This took a Bronze at the 2010 New York Festivals TV & Film Awards

Produced by Universal Networks International for rebranded science-fiction channel with SyFy TV, this 'House of imagination' ad is by 4Creative. Can you spot all the celebrities hidden in the house?

A well-crafted and impactful montage for Al Jazeera channel. The news channel has asked JL Design Taiwan to rebrand in 2009. The theme originates from the idea of 'a sea of opinions' and takes a different path than the usual up-to-date, reliable theme that news channels tend to go for.

Swedish Canal+ this year won Gold at Cannes Lions for this ‘Closet’ commercial. BETC Euro RSCG Paris created a great tale of a man being caught red-handed.

HBO won big at Cannes 2008. ‘The diner’ is one of the three in the series for the channel. It tells a story behind a story, giving depth to what appears to be a simple occasion. The series is by BBDO New York. Others in the set are ‘Couple’, 'Airplane' and ‘Surprise’.

This Mandarin-language spot for Cartoon Network uses animation to promote the children’s cartoon character with the insatiable appetite – Chowder. It might not be a world-beater, but it wins brownie points for trying to bring local appeal to a Western channel.

This TVC features beatboxing kids, integrated with animated characters from Upin and Ipin on  Disney Channel Asia. Once again, not the biggest budget, but a localised approach from global behemoth Disney.