Marketers kill yourselves, no seriously I mean it

Thanks to Drew who looks after Office Attachments for this great bit of machinima as advertising. Coke and Grand Theft Auto, not an obvious link; which is why this parody works so well. However it does raise some interesting questions for marketers and games developers. Is it worthwhile for marketers to commission machinima based viral ads? What about the intellectual property rights of the gaming companies of their character likenesses and how would this affect the rights and benefits to in-game sponsors?