In a Mercedes-Benz Super Bowl ad, the protagonist is willing to sell his soul for a fancy car, thanks in part to his imagined future with it. He breaks off the deal when he spots the car's (relatively) low price on a billboard.
A Cadbury ad has two representatives of candy companies bidding on the Caramilk secret. Each offers more money than the other, then one says in desperation that he'll pay "anything." The person with the secret leans forward. "Anything?"