Suprise: Don't Give Them What They Expect

Here's a creative and fun commercial for a French water, that certainly offers up some surprises. But a 95 second commercial is a rare luxury in the U.S.  

Keep them guessing.  Great way to keep your audience interested - avoid the expected.  The data on FB shows that a lot of videos are clicked but abandoned after five seconds.  Click count is nice, but you want to get your message across.  That's not going to happen if they only watch for a few seconds.  Commercial producers used to use all kinds of tricks to avoid bailout.... a funny premise is often a good way to keep them watching.