A number of premium brands are starting to take advantage of longer-form benefits of using YouTube as an advertising channel as recently seen with Guinness’ ‘Sapeurs’ mini-documentary, Corona’s short surf films and Johnnie Walker’s ‘The Gentleman’s Wager’. As illustrated in each of these videos, brand dollars can translate into high production videos, which are entertaining despite falling into the advertising category. Having seen its branding counterparts enjoy success on YouTube through longer form content, Chanel No 5 has recently commissioned Baz Luhrmann to direct a short film, and the result steps very close to the line of utter madness.