I do watch a lot of Asian TV shows online
Their commercials are not more “sophisticated”, and I doubt Europe’s are either. Maybe you mean something different than what I mean by that word.
Asian TV is pretty much direct in your face too.
By sophisticated I mean not being screamed at or lectured to or treated like a moron.
I still say commercials in Europe subtly appeal to the senses. Their product almost becomes a work of art. They try to make the product itself appealing instead of hammering some message into your head. The product speaks to you, not some idiotic actor.
I just was struck by the difference immediately. I’m not saying in every case, but enough to notice the heightened intelligence in making the commercial.
And most are way funnier. I happen to like subtle slapstick anyway. Try these on for size:
http://www.youtube.com/watch?v=arZzw-0IkGw