Commercials which contain news have above average response. Products, like human beings, attract most attention when they are first born. For an old product, you can create news by advertising a new way to use it. Testimonials by celebrities. These are below average in their ability to change brand preference.
Viewers guess the celebrity has been bought, and they are right.
Viewers have a way of remembering the celebrity while forgetting the product. I have no research to prove it, but I suspect that there is a negative correlation between the money spent on producing commercials and their power to sell products. The consumer is not a moron. She is your wife. David Ogilvy wrote this book with a charming, self-effacing style and a warm British sense of humor.