The most memorable for me this year would be Path 2.0 and AirBnB. Both told a story. They got out of the malaise of screencasting demos and into the living rooms of its users. Not easy to do, and choosing the right on camera talent is essential.
I would love to see the ROI each of these had for their respective startups. IE, when is it worth it to drop $15k+ and create an adam lisagor masterpiece.