Since the dawn of record guys, there's been incredible paranoia about songs and albums being "leaked." Fast-forward to 2006, and "leakage" isn't a bad thing. It's an integral part of viral marketing.
How many thousands/millions of people will see this ad before February 6th - and how will that enhance this campaign? Digital media is changing all the rules, giving insiders a chance to show their cleverness, while helping to provide awareness of these spots.
What can radio stations and morning shows learn from this technique? How can we do a better job of providing and/or teasing some content, in the hopes that web users (that is, all of us) will find it compelling enough to pass along? This has made Jib-Jab, and there's no reason why terrestrial radio stations and jocks cannot do similar things when the content is right.