Campaigns or ads that are on YouTube are not always made specifically for the Web, they are normal commercials that could have been succesful on TV and someones just posts it out in the Internet. They can even get more views online than the ones they had while the TV campaign lasted.
A famous Cadbury ad can be an example of this. It was presented in England and had a gorilla playing the drums. It was made for TV but actually thought for the Internet because it generated a big virality and has been seen throughout the whole planet.
A different example would be a Mexican ad made for a mobile company called Movistar. On TV, it was very succesful, but online it was just a mess: people critized it because they were saying the song was not original (based on the Ting Ting song), because the idea was stolen... It got lots of negative comments. This wouldn't have happened on TV.
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