In advertising speak, you are a conversion. The goal: get the user to make a purchase. It's simple. Or is it? I'd like to argue that the goal of a commercial is to get a conversion and make the user feel something.
Perhaps you feel desire, excitement, anger, inspiration or motivation when watching certain commercials. Perhaps you feel nothing when watching others. This is where many businesses succeed and fail. You either feel good about a company, product or service or you do not. That's it. There is no middle ground. And if you are a business owner or company and users/consumers do not feel excited about your product, you have failed.
Let's take a look at five commercials that got it right: