Confusing Commercials

I have been seeing the "What is G?" commercials for a couple of weeks.  I knew they have a ton of athletes in them and that they don't name the product they are advertising.  My guess was that they were commercials for Gatorade because of the sheer volume of athletes I couldn't think of another product they might be for. Clearly I was not the only one wondering what they are for because when I googled "what is G" I got this article.

I suppose that this method worked for gatorade, it made me curious enough to look it up, but why would a product want commercials that don't name the product and don't even give you a hint about what it may be about?  I'm pretty much baffled by this and hope it doesn't become a trend.

Here is one of the commercials: