That something extra, I believe, is a certain humanity that comes from upbeat and positive human interest letters and success stories. Advertisers like to be associated with those qualities.
“The little song and dance number at the end - that's me, my voice, howling out. It was a new experience for me. I've never sung before and I've certainly never sung on screen. I think I sung on stage when I was 13 and for some reason nobody's asked me to try it again since.”
“An infallible method of conciliating a tiger is to allow oneself to be devoured.”