+ The buzz over Dunkin' Donuts and Trident airing the first TV spots using Vine is indicative of the misunderstanding of using technology as a tool verses it being the idea.
What average viewer is going to care that the spots were done using Vine? Zero.
I'll give the companies and their agencies props for using it as a tool. But, beyond that, there's a major "who cares?" question to answer.
The brevity of the spots isn't anything new. For example, in 2005, Cadillac aired a series of 5-second ads during the Super Bowl as part of their 0-60 campaign.
The bigger problem is that agencies and brands seem to keep confusing tools with ideas. And that is the greatest shame of all.