I think I have scorned every piece of marketing for The Lord of the Rings Online™ that I have seen, dating back at least to citing the number of characters created. That teaser trailer has approximately five seconds of video of new content, showing one boss doing one animation. I mean, if that one animation makes you want to put down your $15, I guess it worked, but I would hold out for at least five animations and maybe a tile set.
On the other hand, I have liked every piece of marketing that Bioware has done for Star Wars: The Old Republic. Syp keeps linking their stuff, like this Republic Trooper video. It is just graphics and concept, and I am the least visual person you know, but I found that really compelling. Everything that Bioware is releasing is high quality, and they are releasing it at a stately pace that does not imply a cry for attention or too early of hype. (And that trailer is showing some serious conservation of The Force.)
I also like the early media strategy from 38 Studios. What do you know about code name Copernicus? Almost nothing. That’s great! If a game is more than a year from release, I don’t even need to know its name. Call me when you have something to show me.