Actually, squarebear, for production purposes, adverts do have names as the advertising agency and production crew need to refer to it as something, especially if there is more than one advert for the same product.
Generally the names are not known outside the production crew, but media magazines like "Campaign" or "Creative Review" will refer to them in articles. It is easier than saying "the one where...".
I've worked on hundreds of TV commercials over the past 20 years, usually more than one at a time, so titles are vital. Some commercials even have a misleading title if the campaign is top secret.