The basic answers are that, Yes, Jupiter is a gas giant and that the reason the impacts were so violent and easily visible was due to the comet fragments velocities.
Those fragments were traveling at what we call cosmic velocity: thousands, to tens of thousands, of kilometers per second. To put this in perspective, the speed of sound near sea level is a bit more than 2,000 kilometers per hour (and therefore almost 4,000 times slower than cosmic velocities).
If you take a body composed of rock and ice and smack it into a gas at cosmic velocities, it will create quite a bang.
You might be interested in this analysis (click that).