"In TV, and in particular in commercials, you don't really need to explain very much at all - you just say he's a spy and he's a little bit theatrical and overblown and smug and he's not very good at his job"

Rowan Atkinson is suggesting that in television, and especially in commercials, you don't need to explain much. All you need to do is give a few details about a character and the audience will understand. In this case, he is referring to a spy character who is theatrical, overblown, smug, and not very good at his job. This is a great example of how a few simple details can create a vivid image in the minds of the audience. It also shows how a few words can be used to create a memorable character. By using these few words, the audience can easily understand the character and the message of the commercial. This quote is a great reminder of the power of words and how they can be used to create a lasting impression.