Over-obscure TV adverts

Now, listen up. The whole point of advertising is to get the message of a patricular brand of something scross, whether it's Carlsberg beer or a Vauxhall car (spit) or the latest perfume. So why do my wife and I end up playing the "Guess what this is an advert for" game every night? What on earth's the point in a company spending an obscene amount of money creating and paying to show an advert that's so arty that the thing it's advertising is only shown in the last two seconds? And those last couple of seconds are so tenuously linked to the preceding twenty-eight that although people might remember the arty advert, there's no way they're going to remember the brand, completely foiling the point of doing the advert in the first place. What a waste of money and time.