That commercial is hilarious.
Bay is like a lot of directors out there. He has his own style, and if he's given a decent script and doesn't mess with it, he can make a decent movie. That's why The Rock is an ok film, and that film actually fits with his style. On the other hand, you have The Island, a film that supposedly had a dynamite script that he completely reworked into the POS we saw on screen.
The Transformers movies were a lot of fun. There were things I could have done without in ROTF, like the idiot computer friend who served no purpose and the jarring jokes that took you out of intense scenes like Devestator's balls. But the action sequences were very good and I enjoyed most of the plot.
The difference is Michael Bay now vs Michael Bay right before the first Transformers movie. Michael hadn't made a hit in years before Transformers, and he was a little humbled. He toned himself down a bit, I think, and listened to other people for that movie. Now that he's made two monster summer hits, he's gonna go back to thinking that he's god's gift to film and making films like Pearl Harbor and The Island.
Remember, this is a guy who publicly announced he was backing out of Transformers 2 because of a rumor that Paramount would only release movies in HDDVD, and had to take it back three hours later when it turned out it was false.