Ok so imagine you are playing another game besides DDO, you really dont like it, thinking of trying out some other game or whatever... ok so you come across this ad (which I have now come across on YouTube, as well as many other mmo fansites/websites completely unrelated to DDO)
Does this ad really make you want to try DDO? Eh, if it were me, not really. No info about the game and already asking me to buy something for in game bonuses? Kind of abstract.
If I came across this ad, if I wanted it to convince me to play a new MMO I would have it really be unique, like have some compelling statistic that makes the game sound different from other games such as: "The only MMO that has over 218 (and counting!) dungeon quests with difficulty levels to match you play style, whether it be Casual or EPIC!"
The numbers are wrong, but thats the idea. Its just an example, could also probably a million other things that are more convincing then "Pre purchase for in game bonuses now". I dont know, something I just came across that struck me.