Why this works:
it's styled like a testimonial ad for something you can't see: a cast of all ages on a plain white backdrop answering 'what would you say to someone who hasn't tried it?' with lines like 'it lets me be who i want to be' and 'i get compliments'. nobody ever says what 'it' is, and the only clue is that everyone's in the same muted fleece. then it cuts to the release date. good takeaway: tease a drop with reviews of something nobody's seen yet.
