Check out this video that has been released by Ikea for an ad.
The action is taking place during a party, and all the furnitures that compose the backstage are Ikea's products.
The downside is the information linked to the ad. Hence, if you click on a product, you go on a youtube video which only shows you a picture and the price of the item. I believe it would be smarter to have either the exhaustive production information page, or a video showing how to use the product.
Also, it remains difficult to select an item during the video. I have tried to click on some furnitures and I could not. But the potential remains very interesting.
Nevertheless, I believe the use of this online video is very smart.