The way I see it, the marketing team seems to have 2 goals in mind with the structure of the adds, 1 is to show the Godzilla/kaiju fans that there will be plenty of monster action and it will look spectacular so don't fear a repeat of 2014, and number 2 is to make the movie look fun to the GA who may not give such a movie consideration unless they thought it'd feature humor and such that speaks to them. I know it's making most of us cringe to hear, but again, I really think it won't be the majority of dialogue and if anything, the GA will be let down when that's not how the film is. There have been enough hints at quality drama for me.