Modern ads focus on pathos and ethos. They want you to identify with a tribe/idea, they want you to feel something so you will be compelled to buy it. Look at some movie theatre car ads. They are all about "freedom" or "power" or "control".

For tech companies, Google product ads are always about a "smart and quirky" way of life, Apple is about privacy/connectivity/whatever the trend of day is. For Microsoft, it is productivity. For Facebook, bringing people together and empowerment.

Most of it is bull**** but it works much better than a raw summary of specifications.