"Munich" is an important piece of work, easily one of the year's noteworthy achievements, but it is a film that impresses us rather than sweeps us away, a film where significance overshadows filmmaking.

NPR: 'Munich': Spielberg's Most Provocative Film Yet

Barney Hooper, from PRS for Music, which represents the rights of music creators, told the BBC: "If one piece of music is sampled in another, then typically the creators of the original work would be entitled to a share of royalties when the new work is played, performed or reproduced, " he said.

BBC: Harlem Shake artists 'featured without permission'

Google: For one thing, Apple Maps is a pretty impressive piece of work, including turn-by-turn navigation, crowd-sourced traffic information and integrated Siri voice controls.

FORBES: Apple's WWDC Keynote: Sorting Out The Winners And Losers

It might seem unfair to contrast any modern commercial with a piece of creative work that has, over time, accrued luster as one of the great TV ads in and out of the Super Bowl.

ENGADGET: Editorial: BlackBerry slumps into history of Super Bowl tech ads