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I actually contacted the guy who made Square's videos and it's in the tens of thousands of dollars. My memory is hazy but it wouldn't surprise me if it's around $50k+. The videos more than pay for themselves, however.

The pure production costs (Animator + Voice Over) aren't going to be high. Anywhere from $1k to $5k depending on how much you outsource and how far away you outsource it.

The ability of a marketing department/agency to distill the product, it's benefits, how it relates to the brand and why you need it is something you can't really quantify. If you watch Mad Men think of the effort that goes into a pitch meeting. That is what you pay for. And that can cost a lot.

The Square video (and many of the ones in the same style) are by this guy: http://www.businessinsider.com/adam-lisagor-lonelysandwich-2...

I agree Google has been making some amazing video ads in the past year or so.

The Google Drive video is too professional and kind of boring.