Thinking about it a bit more... it suddenly started making sense. The first two ads were so bizarre that everyone is talking about them, either positively or negatively, and much more importantly, are now waiting to see what happens next.

If the new ads are what I think they are, then without introduction it would've just been another "your potential our passion" campaign. Cute, perhaps, but hardly noteworthy. But now, all eyes are turned on the rest of the campaign, and that's exactly what you want when advertising a product. It's a bizarre strategy, sure, but it might just work.

Edit: also, completely incomprehensible, bizarre ads have worked wonders before.