[youtube=http://www.youtube.com/watch?v=py-mN85-2Bk] At film school they always tried to teach us "show, don't tell."
Case and point: This ad. It does a lovely job of storytelling, using details, the procedure of moving, and mystery -- what's the punchline of the ad going to be, where's this going.
They don't try to cram a minute's worth of message at you, instead they give you 45 seconds of a story, a compelling one at that, then five seconds of message (of course, you could argue the story is part of the message, which is true, but misses the point somewhat).
If I had to quibble it would be with the fact that the message is so tepid after such a big build up. Yes, "No one should lose everything because the are denied health coverage," is great, but the second card, "Tell your senators to support consensus health care reform," is so vague as to be meaningless. I feel like they had me in the palm of their hand, but I'm not clear what they want from me. Maybe that's more than a quibble. I also might have put those cards up over a blurred scene of the couple interacting in the background.
Still, this ad is the best one I've seen on health care, and I think well after the debate is over and a bill is passed (or not), I'll probably remember it. It's smart and emotional without being melodramatic, and it delivers it's message about losing everything very elegantly, without ever tipping it's hand too overtly (this is a health care ad, watch now, listen now).