Along the lines of Ryan's comments in the post below, one aspect of commercials that allows for an easier transition to the online video medium is their brevity of message. For example, the two commercials cited in the post say two very simple things: Sony Bravia televisions are colorful and Kobe Bryant, who wears Nike shoes, can jump high and quick. The commercials themselves endeavor to send their messages in a spectacular and entertaining fashion.
A high concept film is loosely defined as a movie with a plot that can be summarized in 25 words or less, and they can take hours. Given the notoriously short attention span of the online viewer only the most arrogant producer would be bold enough to believe they could enrapture an internet audience long enough to tell such a story.
This, in part, is why the comedic short is so popular online, because, in the end, it all comes down to an ultimately short and simple punchline.
Here is a vid that takes a novel approach. The story is all in the title:
"Death Star over San Francisco"
I'm not saying this is the solution, but I do believe that online video is the best venue for this type of creative expression.
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