I saw the "modelling" word, too. I haven't seen the commercial. However, I personally integrate Poser animation into Lightwave scenes (modelling everything else in Lightwave). I can easily recognize that some professionals might be embarrased to admit that they used Poser so they'd de-emphasize it and emphasize the stuff they'd made themselves that was used in the spot.

Before they made me they broke the mold!
http://home.roadrunner.com/~kflach/