To create or not to create a 'viral' video?

Creating a video that can potentially be viral is like planning for the unplanned. My question is, how important is it for an online video to feature key elements of what conventional advertising video ads carry? Virgin posted a time-lapse video (not sure if it was commissioned by them) which shows one of their fleets taking on a new design and look. Interesting in a documentary form but doesn't say anything more. But it gets shared. What do you think?

Virgin Atlantic plane livery time-lapse movie from johnson banks on Vimeo.