Just a quick thought here:
Amazon Kindle advertises using the peripheral route. They play feel-good songs, re-enact scenes from books, and get you to feel all warm inside by the time the commercial is over. Granted, I am not a consumer behavior genius, but I do remember my professor explaining that for high-tech items your audience wanted to know features. The techie audience has more knowledge and higher knowledge items like E-readers (in contrast to things like beer) should use the central processing route to reach the consumer. I'm not saying to eliminate the feel-goodness, but maybe add in a couple of selling points to those commercials. Or is that campaign coming next?
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