I am on MoveOn's email list (for research purposes). Those videos were sent to everyone on their list yesterday and all of them were customized for every individual person.
It definitely caught my attention when it said "Amanda Carpenter" was to blame for Obama's loss on Election Day. I watched the video to see all the different ways it incorporated my name. I can't imagine I am the only one who did this. People will pay a LOT more attention to anything if their own name is blaring all over it.
This ad definitely wins in terms of effectiveness over most anything I've seen yet this cycle through an email list serve.