This campaign by DDB Germany nicely employs simple and entertaining copy lines to explain, with greater clarity than one might expect, the advantages of time-shifting one's TV watching. (In this case, the client is Premiere, a pay-TV channel with DVR-like capabilities.) See all three ads here. The permutations of famous film quotes illustrate the point that viewers can watch their favorite scenes as often as they want. This approach has got legs, with the client no doubt planning to fill viewers' days—and afternoons and evenings and late-nights—with "timely" offers they can't refuse. Via Ads of the World.
—Posted by David Gianatasio