Tension

I've given a lot of thought to why ads like wake up with the King and the VW wedding commercial, (an awesome spot my buddy and I decided is in both of our top 10 best ads ever lists). One of the things I think that makes them so successful is they have a lot of tension. There is some feeling you have in your stomach that is moderately uncomfortable when you watch them. Just like a good story, if there's good tension, people will keep paying attention (hey that rhymes, that makes it even cooler. Consider it trademarked).