Do comical or serious ads work the best?

[Veknoid_Outcast]

I dislike both of these ads, but in general I think humor works better. I think it's easier to produce a couple laughs in a commercial than it is to produce something emotionally compelling in a few short seconds.

On another topic, why does it seem like every serious PS3 ad is trying to win a Clio instead of trying to win an audience?