A quick thought:

Entities opposing health-care reform often invoke the specter of long waits for procedures, bureaucratic meddling, rationing, etc.  One can appreciate that these are powerful images regardless of the reality of the current health-care system vis-a-vis a reformed one.

It would be nice to see a direct connection drawn illustrating that these things are here now as a result of our current system (or lack thereof).   People are already angry with huge corporations acting irresponsibly given the on-going financial chaos.  It is no stretch of reality or imagination to link this to the huge corporations and vested interests opposing reform. 

You can have two sorts of commercials: one tugging at heart strings, and one pushing for action.

An example of the first: a mother watching over a sick child who gets a form letter in the mail from her insurance company rejecting coverage for some random reason.  You can see how this would go.  Another would be losing coverage when the person is laid off; A parent at the pharmacy with a sick child being confronted with the huge cost of a medicine her plan doesn't pay for.  A small business person trying to figure out how they will provide coverage for themselves and their workers

The possibilities are endless, and they are situations which many people find themselves faced with. 

The second type would basically be the fat-cat CEOs partying and living it up and then coming to congress and sheepishly claiming they need their huge margins, are struggling to make it by, and are worried about how it will hurt their hapless clients.

This is one half of the battle.  The other is delivering a health-care package that actually works for people.