The NYT had an interesting piece on top level film directors doing advertising. They listed a host of top names W+K has worked with, including Ridley Scott and Michael Mann (director of W+K's recent Nike 'Leave Nothing' spot). Two quotes that popped for me:
"As the internet becomes the medium, normal TV programming will be streamed with commercials. How are you going to arrest attention?" - Director Michael Mann
"These days, however, there are new reasons for people with boldface names to make ads: to keep up in a multimedia world where the ability to master various platforms is at a premium and where consumers are as likely to see [directors'] work on YouTube or Tivo as at the multiplex"
Storytellers are learning the new tools of the trade.