The final twist. The approach of ‘sending a person in one way then pulling the rug from under them’ is a perfect, popular technique in TV commercials. In fact, it’ a tried and tested method.
A lot of directors make mistakes in (filming videos) when you shoot too long and don’t get your ass to the edit.
The ‘one frame’ goal is another form of reductionism. By definition, the simplest ad needs only one cut, or camera set-up (not including the end frame).
This is not a rule you need to place on every script you write, but it is a useful tool because it forces you to keep it simple.
Aim for as close to one frame (two or three is good, too), or at least be in a position to capture the basic idea in a single frame, as if it were a poster, even if the final ad uses more frames to improve the story telling.