The objective is to produce engaging movies that run sixty seconds and leave the viewer hungry for more. That hunger stimulates thinking. The choice is grounded in the belief that the real attention span of most people in today's world is about one minute or less. Beyond that, they switch off. We are conditioned to the radio and television commercial minute, so why not use that conditioning.
Small inspirations can lead to great ideas.
Thinking and reflection are difficult, even if you are a great thinker with a big brain. It requires a strict discipline and a lot of planning, however. The market for this concept is during the interstitial blinks of our daily input when a savory little treat, like a piece of delicious chocolate , can alert us to take note of the world from a fresh perspective.