I'm not a fan of that type of trailer, it's basically the plot of the entire film in 2 minutes, they only thing they don't show is the identity of Iron Monger, and who wins that fight.
The Ant-Man trailer seems to be trying to appeal to a different demographic, I guess it assumes that there is a core group of Marvel fans who expect action set pieces and will show up to anything that takes place in the MCU. This trailer is saying '"we've got Rudd and Douglass, and this film is about their relationships with their daughters" which might appeal to a broader audience.
I liked the way that Pym was talking to Lang about Cassie, "This is the chance to earn that daughter's look in her eyes" "To be the hero that she already thinks you are" with a quick shot of Hope. I guess the general audience won't pick up on it, but its clear that this is the angle they are going for.
It makes a nice comparison to Iron Man and Iron Man 2, in which Stark is dealing with his father, that Ant-Man is from the perspective of two fathers considering their legacies to their daughters "It's not about saving our worlds, it's about saving theirs".
And it had a little man riding a flying ant.
Problem is: there are plenty of superhero movies nowadays, so the point of a trailer now is to show why and how the movie stands out from the competition. Recently Marvel sold very well even "minor" movies, like Thor TDW, which had terrific trailers. And let's not talk about Cap WS and Avengers.
Let's talk, instead, about GotG: the very first trailer was able to immediately draw attention both from Marvel fans AND from the general public. Everything was different from the other "similar" movies, especially because the trailer told you exactly that: this movie is different from the others. And it also told you: "you don't know the characters... heck, of course you don't, even they don't know who they are". And there you had a tree, a talking racoon, the green assassin, the funny jokes, and the MUSIC.
About this trailer: very generic trailer, nothing happens at all, we just get to know that a guy is telling another guy (in a super-solemn way) he has to become a superhero. Then we have two seconds with a flying ant (ok, would like to see more of that), people walking in circle (booring), and a final joke ("is it still possible to change the name?") which saves the trailer in the end.
Still: nothing, really nothing stands out. No real impact whatsoever. Why should the general public feel engaged by this trailer? For the cute little daughter? For the handsome white guy with charming smile? There are hundreds like him in these movies, so nothing new here.
I'm kind of shocked. Eagerly waiting for the second trailer...