The rules go something like “people don’t like advertising and don’t pay attention for long so it should be short and engaging.” For the web it has to be shorter and more engaging than TVC.

Enter Branded Entertainment – about 5 whole minutes of engaging, entertaining content with a core brand message..

And it’s not about how many people watch it – it’s about quality engagement, and that’s only possible with good planning and execution, good cast and a fair chunk of cash.

At first click I thought it would be another dumb viral, but it’s not – its breakthrough advertising..

And I think this would be a massively hard sell..