Marketing 'Up'

I remember the first ad I saw for 'Up.' There was a clear blue sky with one balloon floating past, then another, then hundreds. Tied to all the balloons was a house with an old man sitting on the front porch. As his house passed by he simply said "Afternoon." And that was the entire ad! I thought it was the weirdest commercial for a movie. Usually ads have all of the best scenes combined with intesnse music so that the images are in your head. You remember the ad and you want to go to the theatre and see it. After I saw this ad I was so confused but that's why I wanted to see it! It left me hanging and I wanted to know what this mysterious movie was all about.
This worked for Disney/Pixar. They are a trusted name and the movie just looked so uniqe. I don't remember a lot of advertising before this movie was released. It had people talking and waiting for it to come to theaters, even though ads and toys and products weren't shoved in our faces. Now that the movie is out they have a whole line of stuffed toys, t-shirts for kids and adults, and books.