What happened to smart advertising?

For a television advertisement to be effective, do you need to lay out everything for the viewer and make it obvious? Or, is an advertisement more memorable if you let the viewer connect the dots themselves?

Here are two examples of television advertisements that promote the product in a slightly more intellectual/emotional way that promotes engagement and curiousity:

Did they engage you? Or should the advertiser just have gotten straight to the point?

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Braden Kelley is a Social Business Architect and the author of Stoking Your Innovation Bonfire from John Wiley & Sons. Braden is also a popular innovation speaker and trainer, and advises companies on embedding innovation across the organization and how to attract and engage customers, partners, and employees.