There’s something completely satisfying and unequivocally hilarious about random humour, especially in advertising. With puns, pranks and other standard tomfoolery can elicit a belly-laugh at first blush, but “ha ha” quickly fades to “awww” and “oh.”

Properly executed random humour, on the other hand, only seems to get funnier with each view. Effectively leveraging the unexpected – particularly with a hint of awkwardness – means the funny bits always come as a bit of a surprise. People can’t help but try to anticipate the unexpected, and that not only keeps things fresh, but makes each watch as good (or better) than the last.

This recent Halloween spot from Snickers did a great job of embracing the random. At first watch, it’s mostly just creepy. The second watch, you start smile. The third, and you can’t help but… well… downright snicker.