I believe that the first ad was intended for animal lovers (specifically dogs) as well as people with close knit families during the holidays,as it shows animals (a family of sorts) enjoying a gift (bought for the kid in the commercial),instead of the kid being the most excited for the gift the dog is instead,and that is supposed to revoke a reaction of "awww" from most people who really like dogs or just animals in general,where as this would have next to no effect on an audience that did not care much for animals (specifically dogs)
The last commercial is intended for an audience of party people,as well as people who enjoy having beer with friends (the reason why the drink is being shown with people enjoying themselves all across the country in parties enjoying themselves is to imply that the drink is the direct cause of tsaid event being a good time.) it is very different from the first commercial in the way that it is obviously intended for adults of drinking age where as the first one was more widely familiy oriented (Kids included.).
