Joss Whedon defied expectations with his ambitiously muted, psychological approach to Avengers: Age of Ultron but despite his best intentions and genuinely interesting vision, this would be his only effort with Marvel Studios. It was a good effort.
Marvel Studios' goal with The Incredible Hulk was to rehabilitate the Hulk in the minds of moviegoers after a disappointing 2003 film, and also reimagine him as a more heroic character that would fit within the larger universe it was crafting.
There are many instances in Rise of the Silver Surfer when superhero powers are played as gags and paired with a zippy cartoon score to really sell it. It's perfect for a kids movie.