When Samsung alone spends $14 billion in 2013 on marketing, you know it was a big year for tech commercials. From smartphones and tablets to carriers and new devices like smartwatches, the ad war in 2013 was fierce, with giants and upstarts fighting for our shopping dollars. And as is often the case, that war is won or lost in just 30 seconds of airtime. 

The most successful TV spots delight, inspire, surprise, or make us laugh—and then often go viral. The ones that bomb make us scratch our head, groan, or just tune out completely. An unsuccessful campaign can even help doom a product (cough, BlackBerry Z10). 

Without further ado, here are the best and worst tech commercials of 2013.