hi richard:
like you, i think that photographs should be able to stand on their own,
and then i think the back-story makes things even more interesting. the idea that
taken in a remote area or difficult to make ( for whatever reasons ) should 1-up
the vitality or ability of an image to have interest i think is something that photographers in this
day and age believe in. there are many photographers who go to remote locations, fine pristine untouched nature
or do an arcane process, use dangerous materials or spend a king's ransom and think the backstory, process &c
should take precedence ... when the images or image isn't as interesting as the backstory+process &c.
relating to the OP ...
the fact that the imagery is eye catching serves a purpose, it is an ad, and we live in a time where
outrageous sometimes is more important than anything else. it is a way for things to be remembered.
highly saturated, high contrast, (excessive to some ) post processing is just a way to be flashy, like a car salesman
in a flashy tie to be noticed. or a roadside establishement with a lighted sign with neon to catch the attention of someone driving by ...
i don't think advertising has come even close to jumping the shark yet, its all about getting noticed, and even if
an ad campaign did something outrageous ( like have brook shields say nothing comes between her and her calvins, or a nearly naked woman
wearing her lover's van heusan shirt, or waif, heroine chic models, or 900 or something photoshop actions rebuilding a model's physique so she looks
beautiful ( more beautifuller ) pushing beauty ideals beyond reach for normal people ) these campaigns are so short lived people forget about them within
a few weeks or months until the next advertising photography fad arrives ... and like you said, and especially in advertising, image is everything.
ymmv