Anything unexpected, one thing you can always say in football, the most obvious thing is the wrong thing, because that's what the defense is geared to and most likely to stop. Only exception to that is when your offensive line is dominating and you can do whatever you want, then the most obvious thing is the right thing because enforcing your will like that despirits the other team.
Yes, that's why down on the goal line those fake handoffs to a running back then a pass to a tight end veering out to either side of the endzone usually end up with the tighend wide open. Passing down near the goal line is a great thing when executed properly. What you said about the "unexpected" is so important.
If you control the line of scrimmage you control the game.