Not many TV commercials try to break new visual grounds. Partly because the big budget campaigns tend to stay on the safe side. They have to be "different" but common enough to not frighten the audience.
In various posts around the web you can find opinions on the new identity of the tv channel SyFy - formerly known as Sci-Fi Channel. While I don't want to go into the design details I want to express some thoughts why the probably made this change.