The objective is to sell the Surface concept and not an accessory. Moreover, why not also showcase the Surface as a pure tablet? The first ad, on the other hand, is not very good, I'm afraid.
There are many of these ads posted in this forum They just don't make it main stream like you said. Have a look around for some other really good ones that should be mainstream. Keep in mind the timing of the ads. Ad #1 would have been great early on in the launch when nobody knew what a "Surface" was but not as much now that the devices have been out awhile.