The ad was terrible. It explained how Candy Japan works. I don't care how Candy Japan works. I want the why should I buy Candy Japan. It should have focused instead on the candies that you can get. Delicious, weird, unique candies only available through this service.
As a marketer, videographer, and someone with a sweet tooth, I agree that it's a bad ad.
I have no doubt that people could make a 'better' ad within a television format, but that's not what this is. What could be done to improve it given the constraining requirement that the advertiser explicitly wants people who aren't in the target audience to skip the ad after 5s? It needs to be something that people who understand immediately want to watch, people who don't understand but are interesting in Japanese candy don't skip, but also doesn't pique the curiosity of people who don't understand it and aren't interested in Japanese candy. That's a really unusual set of requirements and something that I think would be immensely hard to make a good advert for. As soon as you make something 'better' in the traditional advertising sense people who aren't interested in the product will stop skipping the advert. That means you've failed...