TV spots can get old really fast.
There always seems to be an obvious approach.
Two random characters meet up. They're chatting. One complains about something or expresses the need for something. The other casually name drops a brand and how awesome that brand's product is. Character one has a revelation.
We've long since been over the pitch-slap, and so have consumers. Audiences nowadays literally have internal sensors that raise a red alarm even if it's just a hint of a traditional advertisement. They're inundated every day with ads and honestly, the industry today is far more capable of being more nuanced with how they push out ads than it realizes.
So what to do? Be relatable. Be funny. Be human. Don't be the big brand in its ivory tower trying to shower the populaces below with endless product sales.
AT&T gets this with their "Married Friend" spot for Ticket Twosdays. It's fresh, it's light. It's the stereotypes without the stereotypes. Enjoy!