It is like a hit song. You can always tell afterwards what it was about a song that made it a hit - well, usually. But you can only guess at it beforehand. That is probably why they have rules of thumb about what a commercial should be like. So they can be "sure" about something. But sometimes someone breaks the rules and scores greatly. The Bravira commercial does not even break the rules. You might say it obeys them nonchalantly.
By the way - the 60 sec vesion is best. The long one gets boring.
Tor