How to distribute VIDEO advertising properly

I love this description from Mike Troiano on how to distribute video advertising content in today's age. It integrates online and offline advertising beautifully.

• Timing. The spot is so topical, it dovetails beautifully with what we're all talking about already.
• Humor. C'mon. "Have your assistant click on the link…" Genius at work there.
• Benefit Driven. In the end, I GET THE MESSAGE. Flying JetBlue is great. It helps that flying JetBlue DOES actually suck less than flying other airlines, but it comes across in the spot, it's what I end up taking away.
• Depth. They shot enough to put a whole series of longer clips on YouTube (media cost: $0.), then ran the :30 and :15 versions all over the web and TV to reinforce the message. Duh.
• Relevancy. In the end my view is almost undoubtedly colored by the fact that the content is relevant to me, but that's in some part because the above distribution model enabled me to find it on my own.

This example is very specifically about JetBlue (airlines), but the message is there. Make great content. Make lots/enough of it to distribute without getting dull. Keep the voice the same, relevant, and interesting (humorous). Then distribute, distribute, distribute to places that are appropriate to drive home that message. AND BINGO... here come the customers!