Great TV Advertising. . . Great Brand Entertainment.

Research studies from all over the world show that quality TV advertising is still unmatched in its ability to create emotional connections between brands and people, get talked about and passed around. Like this great work for Brahma Beer. I haven't had time to check out who did it, but whoever it was . . Bravo!
The question is, where does the brand go from here? Hopefully not just another TV commercial, but something that takes this idea, this spontaneity, this relevance and builds it into another piece of great brand entertainment. Because I think this is not just a great commercial for Brahma, but great Brahma entertainment. i.e. the brand takes full ownership of the idea.