Take Out/TakeAway: OK, so cute babies and adventure sports may be superpopular on YouTube, but no one said you had to combine the two. Throw in CGI special effects to make the tots do jumps and twirls, and you get an advertising campaign that perhaps is trying a little too hard to be cute and funny. What it's got to do with bottled water is anyone's guess.

Social Media Effect: Advertising agencies have realized that they can get far more traction online for their campaigns if they also tell the "backstory" with tools like a behind-the-scenes microsite, a making-of-the-ad video, and what we call a satellite strategy of creating new audiences on Facebook and other social networks. Evian Live Young has all of these social media "talkability" weapons at its disposal (it's even created Facebook profiles for the babies), but social media aren’t just about creating a good gimmick—they’re about having good content to spark a conversation. From what we can see, none of these babies can talk.

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YouTube BrandWatch is The Big Money's exploration into how the world's best-known businesses, so adept at managing their images offline, are being perceived online, where control is harder to come by. Every week, The Big Money features a corporate-themed video that's had significant viewership on YouTube: some approved, some unapproved, some mashed-up combinations of the two. And we'll ask our readers to vote on how the video affects the brands. We think the responses will surprise you, and provide a window onto what is fast becoming the most important playground for corporate games. (Note: This feature has no official relationship to YouTube or its owner, Google.)