We added more screenshots and background on the commercials. Whereas the BT commercials features beautiful pictures that are sequence-wise interchangeable, the BT commercial unfolds and has it climax at the end with the wolves warming the traveler.
Figure 3: Because you are studying commercials (which unfold over time), I don’t think the single screenshots really add much value to the paper. However, if you included a storyboard (set of screenshots) for each ad, that would help the reader (for examples, see: Mulvey and Medina 2003; Scott 1994).