The key is to always pull people into the ad, “Get them hooked” as they say. By pulling them in and engaged you have their attention to make your pitch. This ad from Samsung does exactly that. At first it is intriguing, then you wanna see what happens and then the USP is subtly and cleverly introduced. After that it is all entertainment, like a reward for the viewer for sticking it out, and to encourage them to share it with their friends because they know they’ll get the same rise out of it as they did.