Maggie -- love the post -- I like how you are asking a question worth debating. However, I do agree with the sentiment I've read on these comments: it is a bit soon to tell. The campaign just happened, and I'd wager a guess a campaign like this was in an effort to turn things around: sales trend down, new campaign to drive revenue. Assuming of course you have product people will love and only need to discover.
If I were to offer any constructive criticism to an otherwise brilliant campaign -- it would have been to drip things our a little more so as to prolong the buzz, rather than fire off all the videos and build a bunch of buzz that lasts a week. Then again, who knows. They could take this vertical: hit up football fans in September, politicians in November, Santa at Christmas and so on.