Most people think marketing but if you take it back a step further it was a stroke of creative genius. The same thing people lined up in Brooklyn for when that 110 Million dollar #OneBasquiat piece is the same type of thing people look for when they enjoy a good ad.
Modern science also tell us the the visual matters. Not only that but it could be our brains trying to form a coherent message. We're all using visuals to tell a story in our minds. This is simply the current state of affairs or what we all have to work with. As one New York Times article put if "Yes looks do matter." in the article it states (reflecting on Susan Boyle from American Idol):