This is more of a little movie than an ad, but there are things to learn from it. This is a video encouraging people to attend the festival if they've never gone, as well as getting people who've gone previously excited about the upcoming festival. This is done with absolutely no copy. It's just video. It's just effects. It's just people having a great time. With things like this, footage is important. Choose your photos and videos wisely because at the end of the day, people are probably going to care more about the fun activities than the copy in your ad.