Traditionally we’ve seen marketing follow a set pattern. For example, in a 30 second commercial a spokesman appear on screen (be it a gecko, purple butterfly or guy in a tasteful polo shirt) and they will discuss a problem you may have. And how they sell a solution to that problem. This has been the way since live broadcasting began.
Usually that spokesperson is recognizable and hopefully likeable. We even have developed a measure of trust in some of these fictional figures.