Is difficult to achieve that, there is always a group of people that don't like something, so you always aim to create a commercial for everyone but still targeting the type of people you need, basically you need to focus in not offending or making a side a social group I know there are checks list aboutwhat to said, prohibited topics, what to avoid to add, gestures, pictures, colors who can show in the commercial who not, ammount of people, how they are dress, how they look, I heard of that list but is really long and even folling and checking everything will depend in the mood of the people at the time they watch the commercial, so is try an error but in every attemp aim for perfection.