Is this really different from people who encourage themselves in the mirror every morning?
I had a trainer actually recommend this to an entire class of people; every morning, wake up and look in the mirror, tell yourself you're a good person and you're good at your job, that people like you and that you will be successful today. He even had us practice it in class.
This was, of course, for a shitty job as a telemarketer that I did when I was 16 and had to pay for my car for the first time. We also had mandatory suicide-prevention counseling every 2 weeks, because hearing 50-100 people every night for 5 nights in a row tell you they weren't interested or call you mean names does take a toll on the brain, no matter how much we say we "don't care what other people think."
There is really something to be said for positive reinforcement, encouragement, etc. Even if the higher brain knows its facile, impersonal or not genuine, the lower brain doesn't. I've seen many people improve their quality of life with seemingly pointless generic praise. And unfortunately, I've seen many people ruin their quality of life with terribly specific self-loathing thoughts.
There's some solid science behind affirmation and it's affect on neurochemistry, too.
I think a lot of shit dances around this idea, like "The Secret", which tried to masque it some kind of universal one-ness that calibrates itself to our desires, but even generally I think we all know that how we we think and what we think about determines both our mood and our success.
A generic "self help" book which I think addresses this pretty well is "What to Say When you Talk To Yourself." It's worth a read for anyone who finds themselves inexplicably plagued by negative thoughts.
Wish this commercial weren't so ridiculously goofy, because there are people who could really benefit from it.