Avoiding Overwriting

When writing commercials for a television station, you are always wanting to write.  But, the key is to not overwrite.  In radio, it's much simpler because all people have to sell their product is words.  For television, we have video to go along with the audio.  In my opinion, the more simple the writing, the more successful the commercial will be.  If you look at any funny or good commercial, most of them usually only use the least amount of words needed.  I look at the Superbowl commercials and the commercials are known for being funny.  Most of them have very few words and lots of action.  That is the toughest thing to do because anybody can write a commercial, but is it effective enough to where people don't need to even really have volume on their television because the commercial gets the point across.