So called trends in advertising are simply a symptom of the creation of a pattern in a market that is so observable that it has become boring to them.
The brain is wired for this biologically – proto apes scanning the jungle for jaguars. If it's not new and novel, it's probably plants. If it breaks the boring pattern, you better pay attention, because it might be a jaguar. Or maybe bananas or a potential mate.
Anyway, when a certain kind of ad becomes too commonplace, the brain senses a pattern and kicks into ignore mode. So in order to re-capture that attention again, you need to figure out what the pattern is that is creating the boredom, then break it by doing something that stands out against it.
So whether copy or video or a hybrid or a different kind of video etc. will work or not work is going to depend on what that market's “jungle” looks like. What is boring and commonplace so it's just plants and trees and nothing, and how can you break it and be a jaguar instead?
Anyways, another place you can apply this idea of spotting he pattern and then breaking it is the inbox when you are going for high open rates. Everyone wants to know “what subject line gets the most opens” but it literally has nothing to do with what at headline says. It has to do with breaking the pattern.
The trick is in knowing what your market's inbox looks like, and then making a subject line that stands out. For non-Internet people who barely read email, that inbox is sparse and mostly personal email from known people. So to break that without coming off as spam, you probably just want to be direct and recognizable.
But say your market is made of Internet marketers who get bombarded with hypey subject lines all day. That jungle in their inbox is a lot louder and longer and how do you compete? Try a short subject line like “hey” or “bad news” or “is it me?”
Then when everyone is imitating the short headlines and creating a boring pattern, switch to something like “yo aren't you sick of these ridiculous one word subject lines?”
The secret if capturing attention: spot the pattern, break the pattern, repeat.