They both know that an advertisement has to be very interesting and surprising to attract the viewers attention, but that the 'shock' should highlight the message, not overwhelm it.
Imagine how the pitch by the ad agency selling the following video to Baume & Mercier finished' ". . . and don't worry, even though the clip features two men at a urinal, it will be done with taste and convey luxury."
We applaud Baume & Mercier for having faith, and the skill of the director in conveying a message of luxury in an unusual setting.