I just love the musical scoring and great storytelling of this Thai ad for Pantene. It's the August Rush story told in 4 minutes:
And I love how the product takes a backseat, yet totally connects at the end. You know they inserted all those hair flinging shots towards the end for the product, but you just don't care because of a story well-told. And it doesn't matter if it's in Thai because it's subtitled anyway because of the sign language; and it's the musical scoring that drives the story. Perfect.
I think this is the direction TV commercials should evolve: Longer video formats that can become viral online, while telling great stories.