I think its actually pretty smart. A commercials job is to get people to think, ask and talk about a product. If it gets people in to a store to ask how it is different or to get more info etc... then it did its job.
In the US we LOVE to root for the underdog. eg.. "Firefox, take back the web.... "
We had a local restaurant thats gone statewide after their "Save the bird eat a xxxx" add campaign.
The only thing they could have done better in those commercials would have been to hook in to an underdog theme.
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