There's this tone that certain commercials strike where a bunch of people will be sitting in an office, or at a business lunch, or something similar, and one smug shithead will get all squinty and put all of his lame-o coworkers in their place as he lays down a bucket of snark about how awesome XYZ Corporation is. The current exemplar is a FedEx commercial where Snarky Joe rips into a colleague for gauchely suggesting that FedEx is expensive (the horror! the horror!). IBM had a long running series (it seems to have ended, thank god) where a nervous guy would fret about something business-related and this smug asshole he worked with would cut him down for not realizing that those awesome stallions at IBM had totally anticipated and fixed the problem.

Frankly, I don't see the point of this approach; is it a good idea to try to get your brand associated with a total dick? I suppose it is if you think that your target market is composed of dicks. Since I never ship anything with FedEx or use any IBM products, I don't know. What I do know is that everyone involved with these commercials should have their genitals eaten by ducks. Everyone.