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Singing on stage with a long red wig, a bandana, a kilt, a leather jacket, and covered in tattoos is not where you’d expect to find an accomplished executive – and one of the world’s wealthiest men – such as Warren Buffett. But that’s precisely where he is in a new Web video produced by Geico, entitled “All For You.” The faux music video features Geico employees singing about the insurance company’s dedication to its customers. It’s not unlike many of the humorous caveman or gecko ads we’ve grown accustomed to, save for the fact that Mr. Buffett – who owns Geico’s parent company, Berkshire Hathaway – steals the show.

That the prestigious Mr. Buffett has turned to YouTube to disseminate his messages signals the fact that Web video is now an accepted venue through which companies and their leaders can communicate. For Geico, it isn’t just accepted; it’s smart. Clearly, the company understands where its consumers have migrated in terms of where they turn for information and entertainment. With its latest advertising effort, Geico is reaching past traditional media and speaking directly to its audience – and it may not be long before other companies seeking an inexpensive and direct messaging avenue do the same.

After all, if it’s good enough for Warren Buffett, it’s good enough for everyone else.

Michael W. Robinson is a Senior Vice President and Chair of the Corporate Practice at Levick Strategic Communications, the nation's top crisis communications firm. He is also a contributing author to Bulletproof Blog. Connect with Levick on Twitter: @Levick.