Yes! tin foil (as we call it in the UK) or aluminum wrap ads can be emotive and memorable. This ad has been bugging me for a few days, because its simple storyline has a cinematic, dramatic air that leaves me expecting many more adventures from these characters. I love the sense of adventure and the fact they are trying to capture the audience's hearts and minds with a playful sense of wonder and fantasy.
Kudos to the folks at Reynolds (and Euro RSCG/Chicago) for focusing on the right-brain, for using imagination, for great storytelling, for championing inspiration. I hope they take an extreme journey on this whimsical 'magic' theme.....and steer clear of tired, obvious, and functional performance messaging.
Go crazy - create a cartoon, give the characters more stories, create kids books and continue to push the envelope. You are on to something, and I might just feel connected to your brand, an emotional territory that your competition dare not claim.