One of the good things about social media is that companies have an extra motivation to do good storytelling. Little gems go viral.
Now that we're getting better at saying what we want in 140 characters, we're also better at telling a good story in 60 seconds. Check this ad for Extra gum, viewed over 560,000 times in the last two weeks on YouTube.
I doubt they will sell more Extra gum with this ad but it definitely made me want to buy gum wrapped in aluminum paper.
Here's a little clip explaining how to do the crane in origami as seen in the ad. (Extra should have posted such a clip on their website!)