With so many ads vying for attention, companies need to do all they can to cut through the bull. I’ve long been a fan of the non sequitur style of storytelling. Just as in music, where notes are delayed or skipped to keep the listener on their toes, so to speak, so too in film can seeming randomness be employed to great effect.
Cut to creativity:
This (albeit two-year-old) video by DollarShaveClub.com works hard to keep you entertained while promoting product benefits and not coming across as [too] try-hard.