I haven't seen the commercials, but I did follow the launch event. One thing was said so often and was so... odd... I had to go back and write it down:

"We've focused in on how real people want to use their phones when they're on the go -- we want you to get in, out, and back to life as fast as humanly possible."

First of all, some of the animations on some of their apps have a bit of time to them and don't really fit in with that mantra. But more importantly, I'm not sure what market they are heading for and what they want to say. Do they want their apps to be immersive or lightweight? Do they want people to enjoy their phone or try to use it as little as possible?

In the end the message to me makes their phones sound non-engaging. Not the greatest selling point in my opinion. Imagine the iPhone commercial where they run through 5 apps in 30 seconds. The Windows Phone 7 equivalent would be a 5-second commercial with someone quickly hitting two buttons and saying "Done. Glad that's over.". Interesting marketing strategy.