Why this works:
a kid explaining why humans skip rocks ('i think that the river likes games', 'you're asking the river a question, and every time it answers') is a better hook than anything a brand could write. the grainy 4:3 camcorder footage makes it feel like a found home video, and there's no product at all, just a chrome logo at the end and 'wednesday @ 3pm pst' in the caption. good takeaway: tease a drop with a mood, and let someone unexpected do the talking.
