There is a lot of hype surrouding YouTube lately. Some announce its imminent death while others… Come to think of it there are no others. The thing’s dead - or so most people seem to say.

At any rate even if the site’s doomed some companies have enjoyed the medium as a platform for their messages. This week Technorati had a video from Dove as its top rated item on their home page. The YouTube hosted video in question is a copy of Dove’s current commercial campaign.

The publication of this video on YouTube provides for a much wider dissemination of the message than could have been achieved through conventional channels. In my opinion the only reason this works is because of the status of relative freedom which YouTube users currently enjoy.