When we think of commercials, we often think of a product or service that is displayed with its features and characteristics. Which is not a bad thing at all, especially if it's done creatievly, but those kind of films work better in a later scenario - after you have captured the interest and established trust with the customer. One method is to go the more personal way, for example by using a slightly more raw, documentary "behind the scenes" approach that takes us to the process, the people and the vision behind the brand. Here you can take the opportunity to not only tell about why the product is good, but also emphasize why your particular brand is the one to choose and really sharpen the target group direction. Or why not go all in with the film's ability to create emotion? Put the product in a lifestyle context, perhaps by telling a human story that indirectly displays the importance that the product represents to the person. It creates a more humane association around the brand that helps the customer look at your product or service beyond just their function, and thus create a more long-term relationship.