I'm a huge sucker for well crafted, emotive advertising. When a brand creates powerful stories through their communications, they not only give themselves a better chance of engaging their audience, they have a much better chance of driving changes in behaviour.
Beyond the aesthetics, the ad leverages the powerful marketing tactic of ritual.
As outlined by Douglas Van Praet in his book 'Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing':
"Rituals are some of the most powerful ways to brand because they often involve multiple sensory experiences and repetitive acts, driving information into the mind."