Media is now “free”, you can make a commercial and put it up on youtube and work/hope to attract an audience, a significant difference to buying time on TV, where you are paying for the delivery of an audience to your advertisement, assuming not too many of them can time-shift to avoid it.

Most ads on youtube and other free media fail to generate viewers beyond the immediate family of those who made it. Some however, generate a significant audience, and a very few deliver a huge audience, one that chooses to watch, and have therefore the potential to delver a brand proposition with enormous authenticity.

This commercial for Dove achieves this rare double, powerful positioning, and a wide audience, almost  13.5 million views to date, although a few, like me, are hardly in the target market, but it is one of the very rare few where they got far more than they paid for.