Brands have always made videos. They used to be called TV commercials. But in the age of YouTube a new genre has emerged, where videos are created more for the internet than for TV, and where sharing and virality are key to success. Some of these videos start out as commercials, but some never run on TV at all. Lately some of these viral videos have started becoming really, really good. Not just good by the standards of a TV commercial, but actually good, with first-rate cinematography and storytelling.