The elements of surprise, mischief and psychological depth all played very well into the commercial space.
Advertising, especially fashion photography, has created a new version of the "fetishized object," presented in a surreal or otherworldly way, and imbued with qualities beyond it such as sexuality, luxury, status, comfort, safety, energy, rebellion, and so on.
"The Surrealist object was closely related to Freud’s concept of the “fetish.” The ordinary object becomes a fetish because we project our desire upon it, because we look at it and look again until we cannot stop looking. The selection of this object, like any Dada object, is random. And like the Surrealist object, the choice is not as significant as the meaning the human psychology gives to it."
Can you think of any ads that have used Surrealist techniques to grab your attention? The new Skittles ads, for example? Geico? The latest State Farm commercials? The same methods are surprisingly relevant today.