As the others mentioned, the "technique" is traditionally known as "Rotoscoping" (stemming back from the days of film, and animation stands, etc.) which was a process of creating a hand drawn matte that followed the action.
http://en.wikipedia.org/wiki/Rotoscoping
The means to achieving a roto matte today will use either animated masks, or animated matte layers, or other tools.
While you could animate masks to roto the people in the above ad, it is much more efficient to use an automated tool like MOCHA to create a number of tracking masks, which will (to a degree) auto track the motion of the people.
After Effects CS5 and above also has a new tool called the "Roto brush" that works similarly to the "QUick Selection Tool" in photoshop, except of course you can adjust it over time.
Since this was a high end commercial, there are other high end workstations such as Inferno that have some good tools for this kind of work as well.
Note that even when using a tool like Mocha, it is a good idea to use a number of separate masks for the various body parts - it is easier to move and adjust several independent masks, than a single mask and just moving the points around. So you may setup a tracking mask for each arm, and each arm may use several masks - forearm, upper arm, hand - etc.
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