I think some people may be reading a bit too much into the dramatized and exaggerated style of the animation (e.g. things Caleb imagines). The exaggeration is typical of films like Toy Story and The Incredibles on which this video is fairly transparently modelled. However, it certainly seems to be a faux pas to employ that kind of comical exaggeration, because it is too easily confused with the supposedly serious parts of the film that are so irrational. ("Magic is bad. That's why Jehovah hates it."—hasn't anyone told little Jehovah that plastic toys aren't really magical?)
The new video is purportedly a "Special Edition", and the reason for producing such a short video (i.e. lower production costs) seems to suggest that this release essentially constitutes 'market research' to determine whether it will be financially viable to produce longer animations. The technique is similar to when McDonalds or Hungry Jacks (aka Burger King) have a 'special' menu item for a 'limited time' or when Coca Cola introduced Vanilla Coke (yuck). If the 'special' item does well, it may become a regular menu item.
But aside from that, I've had a theory (just a theory) for a little while about some of the things published recently by the Watch Tower Society - 'Selma and Steve', attitude toward those who leave, and now the Sparlock DVD. It seems to me that the Society might put out some of these unfavourable messages to deliberately shed some members, hanging on to the hard-core JWs and letting go of some of the 'fringe-dwellers' who consume literature for very little return to the Society. That is, those who are less likely to accept everything, more likely to do independent research, less likely to distribute literature, and, most importantly, less likely to donate.
This pattern is consistent with JWs becoming more insular, and the GB putting more focus on a 'spiritual paradise' as 'separate', which will gradually allow them to put less focus on a 'literal' paradise, so they can then claim that the 'kingdom' is here and Armageddon was symbolic after all. See http://www.jehovahs-witness.net/watchtower/bible/134823/4/The-Great-Tribulation-is-picking-up-speed#4163800