C'mon man! I mean really?

I just wanted to hear some opinions on whether you folks find traditional forms of marketing useful for restaurants in todays business climate. By traditional i mean television, radio, magazine/print etc.  I was watching the football game last night and couldn't help but notice the TV commercial for "The Keg" and thought to myself, "wow that is not going to attract any sustainable business". I thought wheres's the viral? Where's the creativity? Where's the customer interaction piece?

I know that we are in a business world where successful marketing is almost reliant upon putting customers in the drivers seat. Great cases to read or watch on youtube.

1) Domino's Pizza (http://www.youtube.com/watch?v=AH5R56jILag) : ask the customer what they want and deliver.

2) Old Spice (http://www.oldspice.com/blog/) : Go viral with you customers without having any useful information about your product (except that it smells pretty good).