Not only is the message too complex, but the average person hasn't got a clue as to what an operating system really is, or how superior multitasking would improve their life. Not only that, but they don't care . People watch TV to be entertained . If a commercial isn't funny, sexy, or attention-grabbing, they won't pay attention. A commercial lecturing about multitasking, stability, or the Workplace Shell would make as much impact as dropping a rock into a volcano.
TV ads are great for promoting an image, though.
The commercials are funny, so people pay attention, and they convey the message that IBM is an innovative company on the forefront of technology. IBM may be crazy, but deciding not to target the consumer market was probably the best marketing decision they could have made. As the underdog in the OS wars, IBM can't afford to fight on multiple fronts. Windows 95 is being heavily targeted at home users. It is incorporating a host of consumer-oriented features, such as game API's and animated dialog boxes.