Japanese TV ads are very competitive and unique to try to get more attention from new consumers who may start to use their new product.
AU, Japanese mobile phone provider, has been successful for a while recently because their TV ads are very interesting to watch every time. There is a short story in each ad (like an episode of anime) in which you can see the three famous Japanese characters in old tales, Kin-taro, Momo-taro and Urashima-taro.
Everybody knows them. You must have read their books at school if you grew up in Japan.