I don't think they do. Perhaps the more sense they make, the less potential disruption to what's expected occurs - rendering them less noticeable? I'm not actually that moved by the whole disruption strategy of traditional advertising but a disruption to normality - that's artistic. And lets face it advertising has always been tailing art (just to be controversial).
This is not art (by no means...or maybe), not anything grand and it probably makes some sense if you think about it. The great thing though is the idea came to me on the train this morning and with the help of a trusty ex-post production wiz Agus, in no time we whacked up something I'd much rather watch than a commercial...
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