Step 2 is that the writing is very good and meta. Who doesn’t like some classic Shakespearean irony? And play on words? We all love a good pun.
To clarify the magic of this, James Harden is in advertisement making fun of himself using puns.
To put that into another example, imagine some ad from Oscar’s Book Store where Leonardo DiCaprio makes a joke about himself going to the store but never getting anything. That would be something else, wouldn’t it?