Breaking Out of the Box: St. John Ambulance Corps - Popcorn

Here's an interesting ad that mixes up expectations and conventions.  A Brit ad for St. John Ambulance Corps.   It's a little hard to figure out what's going on initially when you keep seeing the cutaway to a movie theatre, but then it becomes real clear when the theatre goer makes the 'spatial jump'.  What do you think?  Corny, it takes too long to get there? or good stuff?