I don't think the warplanes ad is all that great, really. First off I would avoid all caps. I know someone already said it would be better, but it actually creates a disconnect because all caps are harder to read. If you watch the really high-end ads you will see that larger letters are used when there is a serif font in use, and usually serif fonts are only used when it is a function of brand recognition. There is nothing wrong with using a black background and white text, but you should do that only if you have to have the viewers attention and focus on your message. If the action is too distracting and you want the viewer to see all of the action, then in that case you need an empty scene for the text. The one thing that does stand out in the warplanes ad is the action, and you want exciting action to attract new users. I would suggest that a horde-on-horde fight near a CV would be premiere action. Even then it will have to be extraordinary camera work, because watching other people fly airplanes is just not that interesting.
You are probably right to not use tanks. It takes a very unusual fight to make vehicles exciting to watch. Things that we find exciting in the game just do not make much sense to outsiders, so maybe a tank column would work but it uses precious time.
Using head-banger music is also a mistake. You attract one group and alienate another when you use anything outside of music designed specifically for the action you are using.
