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It's kinda sad!
in fact some of the best advertisements ever made were totality irrelevant. The key to a smart advertisement is to make it stick in the consumers mind.
So doing something cool and strange like the cadbury's adverts work really well.
I just watched the video and I disliked it actually, it just doesn't look good, a small clip of people looking at a reflection of a PS3 game then cutting to "Have you made your wish list yet?". This is nothing compared to sony's bravia commercials.
I felt like the second one was too short.
As for relevance, well, you still have to relate it to your product. Otherwise you could give an entirely different and possibly wrong message to people.
There one of the most acclaimed commercials made.
One of them is a gorrila playing drums.
And its supposed to be advertising chocolate.