Take a look at this classic VW spot from 1969. It is a minute long, was very successful, and surprisingly, doesn't even mention the client's name until the end of the spot.
Many marketing types today believe you have to state the client or product's name in the first 10 seconds of every spot and then trumpet it at least every 10 seconds thereafter. But customers won't remember your name if they don't remember your commercial. You have to give them a reason to remember. Either a compelling stiuation or a relavent marketable truth, or ideally, both.
This VW commercial does both. It creates a compelling and entertaining situation, causing people to hang on to the end of the spot where the marketable truth is revealed as well as the name of the product that can deliver on that promise.
Take a look. Who knew (advertising) history could be so fun.