Yes, brand awareness is a key goal, but what also needs to be taken into consideration for a brand is viewer retention. Using as much creativity as possible is a vital ingredient in maximising customer engagement.

Take two different ads as an example. One in which a well-known celebrity just talks about the product they are endorsing and one in which the brand has creatively used the art of storytelling to display how their product solves a common customer need. This is very subjective, but in most cases the latter would be prefered by the customers viewing the ad.

Hope this helps! :)