Who does the cool guitar riffs in those car ads and other commercials on TV?

There are many guitarists who have contributed to iconic riffs heard in television advertisements across industries and genres. Two distinguished guitarists known for such work are:

1. David Grissom: David is an acclaimed session guitarist and record producer renowned for his diverse musical contributions. Over the years, his soulful licks can be heard in notable commercial campaigns for brands like Volkswagen, Apple, Cadillac, Chevrolet, and more.

2. Paul Jackson, Jr.: Paul is another prolific studio guitarist who lends his talents to an extensive list of well-known artists both on records and live in the studio. Many commercials, film scores, and corporate events showcase his signature guitar prowess as well.