For me, this sounds like an episode of The X-Files but I can't name a single one. Also, just thinking about the film title "The Gathering" evokes this kind of images - although I've never seen the film.

All in all it sounds like a "they are among us" SF story, or something where people are "reprogrammed" or infected with some mass-hypnotisation via media and then they react to some trigger.

Anyway, it sounds so familiar - even when I don't know the actual scene/film/series - it sounds like a staple idea not very new... But some commercials tend to pick up themes from current blockbuster films.