Like Scott said, you would probably need to do some basic tracking and / or roto to achieve this. You could apply the theories from this tutorial, and use a couple of layered soft glows with linear light in 32 bit color mode.
Shine gives you volumetric light, but lot of the effect in the ad is light being cast onto the subject (the guy's face). I think that's what you need to fake.
I am creating something very similar to this, basically a computer laptop screen that emits a cool white glow (instead of yellow) very much like in this commercial. Just wondering if anyone knows of any special technique to create it in similar fashion. What I've been using is Trapcode Shine but I'm not quite getting the look. The best look in this link is when the guy is lying on the bed and opens the box. Ideas?