The best commercials are those that find a way to be commercials without being commercials. Make the commercial entertaining and it will sell. An entertaining commercial might be hard to sell to a client, but it's the perfect way to sell a brand. Find a way to plug that into your presentation when you're trying to sell a good commercial. Ask the client about the commercials he/she remembers. There's a very good chance that every one of the commercials the client remembers will be, first, entertaining, and then commercial.
A commercial is just like a good movie - it must have a story with a message that's not rammed down the audience's throat. (Remember Munnabhai's Gandhigiri?) And that's my quick take on commercials.
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