In simple terms there are two kinds of happiness. The moment-to-moment happiness of what Daniel Kahneman calls the 'experiencing' self. This is how you feel as the real-time self goes about its daily business.
The second kind of happiness is the one that we feel when we look back on life in general or on specific events. This is the 'remembering' self. This is a reflective process.
I'm generally of the point of view that regardless of product or category when we create advertising or brand experience then evoking some kind of strong feeling of happiness in the moment and leaving the viewer/participant with a strong happy memory is just about always going to be effective.
Positive associations of happiness which can be triggered by subsequent exposure with the brand.
In fact, what the Captain says in the video is true.
They should use this in ad school as the definitive 'how to do advertising' text.
'If you don't talk happy, and you never have a dream
Then you'll never have a dream come true'
Plus Cap get's bonus points for getting away with singing 'golly baby I'm a lucky c*nt' on Top of the Pops.