Yeah, I'd do what Fisherman's Friend said- with the gaussian and glow. All you gotta do is get a bunch of frames, and re-draw it every time, onto the original image, so that it varies a bit, like in the commercial.
One problem with that, however, would be that the background got affected by some of those effects too- for example- in the commercial- when the people drew the sun, they're skin and clothes glowed yellow. You could achieve that effect (I'm guessing) by doing Curves or Curves + on a selected area, right by the drawn shape, onto the background.
This would, take- a LONG time. To do it faster you'd need something like Adobe Premier. Pasting frams into PDN takes a long time.
As you can tell by my posts, I'm still a newbie, so don't go by me, but I was thinking about that commercial too.
EDIT: oh- and the colored ribbons effect would work nicely too, but you'd have to do it so there's no background, so that you can see the original frame.