There are a lot of concepts that are based on the element of surprise. VIVIDENT, a chewing gum brand came out with such a commercial, which I think is very cool. Not that being surprised works differently here. It's just that even or because of the cheesy acting and the basic idea behind it, it is still quite funny
http://www.youtube.com/watch?feature=player_embedded&v=WpXD3qJF2uc
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