Commercials made by sportswear companies all follow a similar formula. They involve pump up music, usually rock or rap, a very fit and muscular person working out while wearing the product. This appeals to a limited amount of people that are already in shape and good athletes.
There are a few instances though where the companies go for the other audience, the 'fatties' and the 'losers'. This is the audience should be exploited more. I believe they will respond more positively to advertisements and spend more money chasing their fitness goals.
The second ad in my opinion is much more effective. There is a much larger population of unfit people, especially in America. Encouraging people to work out and be healthy is more motivating than showing already very fit athletes working out.