I Would Like To Not Have A Concept... Just Once.

So in our classes we are always taught to have a strong concept or a "big idea", but to me it seems that the majority of advertising now for our audience has no point. For example the skittles campaigns. Pretty much the majority of them make absolutely no sense, but that is the sort of material that the audience these days love. 

Now I am not going to disagree, these ads are hilarious, and I see more people using this type of advertising. The one example I keep on seeing in Tampa are for Racetrack a gas comapany. Now it is quite odd for a gas station to use this method for these billboards, since this type of humor has nothing to do with the brand identity. These billboards are very humerous and make absolutely no sense, but you remeber them. So I guess my question is do we need a concept all the time? I mean if everyone remembers your ads and thinks they are funny isn't that enough? I would like to be able to test this out one day in a class project and be able just to use humor without concept.