The best commercials are those that rely on the the visuals to tell the story, not a lot of graphics and a loud voice-over. The commercials that carry the most impact are those that are simple – not overly contrived, filled with a lot of unneccessary special effects. Take a look at this commercial for the Navy SEALS. It’s all in one location. There’s no music, no voice-over, and no on-camera talent. There’s no catchy tagline at the end. And yet this commercial makes its point and the viewer immediately understands the message. It’s one of the best spots I’ve seen recently.