Basically advertising works best when it has emotional resonance. Which is actually quite logical, because memory is strongly tainted by emotion. The stronger emotional response you have to something the stronger your memory of the event in question. More to the point it leaves a stronger subliminal impression.
For those who think that commercials cannot influence them on a subliminal level. Why do you think commercials often come packaged with familiar songs. The advertiser is trying to directly interface with your subconscious, and your memory. They are betting on the fact that you have fond memories of that song, and while in that mild elation may look more favorably upon their product. Music has a powerful emotional resonance.
This commercial has a powerful emotional resonance. They are looking to evoke emotion rather then make a factual statement. All the elements in this commercial are directed towards witty and familiar. The situations are similar yet skewed. Meaning that the audience could relate to some instances within the commercial, and laugh at themselves in the characters.
You may not get it, but a slew of people could probably relate to the humor. They saw family members and themselves in the commercial. Microsoft is relating to consumers. Microsoft is shifting their emotional dynamic in the eyes of consumers.
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