Why do well-established and successful brands do the unexpected?

Everyday, consumers are bombarded with all sorts of messages and breaking through the clutter and staying relevant is more challenging than ever. Ambient Media is becoming more popular to engage and surprise consumers, particularly in the world’s biggest metropolises like New York, Hong Kong and Buenos Aires. Here’s an example.

http://www.youtube.com/watch?v=b7Ufs7r8SW0&feature=player_embedded#!