As with ads in any medium, those that work are those that start with an insight, show an understanding of their target audience, and have an authentic, relevant connection to the brand. Those that don't smack of having been produced because someone wanted to do a viral video to please himself, his boss or his board. They're the commercial equivalent of YouTube videos of kids falling off skateboards.
I couldn't agree more. Too bad the insight part is the key, and plucking those off trees isn't exactly a viable strategy in 2007.