Thought it was terrible.
And I work at a major Market research company (not in a research capacity)!
Generally though it doesn't reinforce a message, do new news, or show any memorable qualities that would help a brand bond with a consumer. A prime automotive example is BMW's 15 year running "Ultimate Driving Machine" message.
As much as I hate to say it, the Chesney set were better (Chesney, Zombie and School)