the end of endings?

We all love surprise endings. Like when Bruce Willis turned out to be a frozen yoghurt salesman at the end of Sixth Sense. That's all well and good for movies, but when it comes to quick, attention-craving branded content, does it really work?


I was sent the link to jawbonefilms.com earlier today and after a quick look, I just thought, these are just ads - and not particularly watchable ones. I was then told that they all had "controversial" endings. There's the problem. I didn't watch them 'til the end because I was a bit bored.