This past December, there was a video ad – the first of its kind – in an issue of Russian Vogue. The ad was for Martini Gold, an upscale Bacardi vermouth put out by Dolce & Gabbana.

There is certainly a “wow” factor, but I have a few questions and observations:

1. Knowing that it would cost upwards of $2.5 million just for a run of 150,000 magazines, is it worth it?
2. Will it translate into profits for Bacardi or D&G? And who’s getting the short end of the stick? (C’mon, you know someone is.)
3. If you’re going to use media in a brand new way, why not use video in a more interesting way? Play with the pages that surround the video. If you can afford to produce this piece, surely you can afford to film something original and contextual.

What do you think – is it a wonder, or a waste?