What sells a product? Is it how well it works? Or how well you think it works? Is it what it says about itself or what it stands for? http://www.youtube.com/watch?feature=player_embedded&v=XpaOjMXyJGk
Much like the Ebay motorcycle ad, this ad isn't filled with talking points. It's not making any claims about its product, its just a brand saying this is what our values are, this is what we stand for, this is what we are about. To the extent that story is authentic and resonates to how the audience sees the product, it is effective.
This video from Dove is absolutely on-emotion and because of that it's on message for the brand. It's easy to be on-message, much harder to be on-emotion, but ultiamtely more important.