It is a fabulous film but a terrible commercial. It is so clever you forget who ran it. It is so wrapped up in special effects, it's devoid of an idea. It is too complex for an idea to come shining through. It is boring, boring, boring.
Guerrillas also know what makes a TV commercial a winner.
It is clear about its competitive advantage. It is intensely visual. It is professional looking. It is believable and credible. It creates a powerful desire.