To launch two new flavours of the Doritos snack, the brand's first ever global promotion is subject to this 360 degree music video featuring Professor Green's Coming To Get Me - written exclusively for the project - directed by Chris Cairns.

The promo utilises technology pioneered in Pendulum's 360º video for Salt In The Wounds, directed by Dan Ruttley earlier this year (and nominated for the Innovation Award at last week's UKMVAs), but this is arguably the first 'spherical video' that works on YouTube (it understandably takes a little longer to load than usual).

And it will also be the first ever 360° video on an iPhone, downloadable as an app. The application enables users to change the direction in which they're viewing the video by moving their arms (or tilting the phone) up, down, left or right.

It's also one of a number of eyecatching music video/marketing tie-ins suddenly appearing, after the Faithless/Fiat music video/ad for Feelin Good a couple of months ago. And almost certainly the most interactive.