Are short, viral video “films” the new advertising?

We all know that consumers can more easily ignore advertising. So how do advertisers sneak past our defenses. One way may be to disguise the advertising as “art” — maybe a short story movie. Of course advertising has been doing this for years–think of all those Bud Light Super Bowl commercials (we discuss them in our What’s Next box in Chapter 13). This article from the New York Times, and the video below describe how far we have come along that path. The ad below also shows how a firm might target a niche group.