My hero movie: http://en.tackfilm.se/?id=1265980862962RA40
The example of the personalized video shows that it is intriguing and that it is potentially viral – but I am not sure if it is effective (or did you get what the advert is for?).
In general the concept to make someone a part of an advert is very powerful. At Mensch&Computer 2008 we published a paper that explores this idea in the context of public displays . The public display project was part of a student assignment in a course I gave in Linz.
 Johannes Schönböck, Florian König, Gabriele Kotsis, Dominik Gruber, Emre Zaim, Albrecht Schmidt. MirrorBoard – An Interactive Billboard. Mensch und Computer 2008. Lübeck. Oldenbourg Verlag, 2008, p 207-216.