A TV commercial reel is a custom product. Each video reel, that solves a number of customer's tasks, must be unique and made “from scratch”. We always try to find the best solution for assigned tasks, using this principle. And those tasks are about what result our customer expects to achieve, using this commercial as a tool.
One can't consider any formula like “I wish I could have exactly the same as they do” neither as a task nor as project's requirements, because “they” have their own tasks, solved with their tool (commercial) respectively to their particular firm's seeing of product or service. Just imagine a fireman dressed in a diving suite. And that's the way reels, made using “I want the same” formula, look like.