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.
“Do not be troubled for a language, cultivate your soul and she will show herself.”
“This African American Vernacular English shares most of its grammar and vocabulary with other dialects of English. But it is distinct in many ways, and it is more different from standard English than any other dialect spoken in continental North America.”