In reply to TimS:
> I didn't find the video to be either crap, manipulative or dishonest.
I'm sorry, I didn't mean to imply that it was, I was simply making a point about "free" videos. Clearly some people here feel that it doesn't deliver enough for what it costs, so if I had made that video (and just so you know, i actually art direct and edit quite a lot of web video as part of my job, so please understand that I know very well how much effort has gone into it) I'd be a little disappointed.
Branding agencies actually measure company value versus what they call
brand capital, which is the value of the brand as distinct from the products it represents. Videos like this improve brand capital by increasing product recognition and associations with celebrities. It's not this that rankles with people, I think, more that they just feel they got a little less than they paid for, which seems fair doesn't it?