Which of those wonderfully entertaining commercials do you remember? Not the ad, what brands and what brand messages do you remember?
84 Lumber did what they needed to do; remind viewers that they exist. It doesn't matter what the creative was . . . in large part because you know what 84 Lumber carries . . . but now they're on your radar screen. Mission accomplished.
KFC? What was that? Something about a fake Colonel. Oh, they do chicken.
Persil? Interesting, a new cleaner of some type, never heard of the brand before.
Buick? Waaaaayy over-produced (like the halftime show) with production that got in the way of a good brand story.
Others? Most were simply 30 or 60 seconds of entertainment or emotion.
I believe advertising should play a role in the sales process, and if that's not clearly definable, there's a good chance it's a bad ad. I've been fortunate in my career in marketing and advertising to work with brands and products that have something meaningful about them -- or I've created something meaningful to customers.
An ad, whether you are paying 8¢ per click or $5 million for 30 seconds, should have a clear message that's unmistakeable to the audience.