If puppies can find a small box they will huddle together inside it, it is totally normal puppy behaviour for sleep and rest and their preferred state. It makes them feel safe.
I used to have two large, adult retrievers and they each had their own big pet bed but they preferred to squish in to one and sleep together.
Those puppies are not suffering, they are not being harmed or deprived of food and water. They would be in the crate for a short time with food, water and toilet facilities available nearby. Production companies have to abide by very strict rules when using animals whether that is for a film, tv or advert and for such a short sequence as in that advert there really is nothing to worry about.
Please don't go to an airport - watching pets being transported in crates will cause you great distress.