Despite massive growth in the sector, YouTube has yet to prove itself as a viable ad platform, but that hasn't stopped Toyota Motors from wagering $4 million on the Google-owned video site for its 2009 Corolla sedan campaign.

To promote the Corolla, Saatchi & Saatchi worked closely with YouTube to create a new destination on the site dubbed "Best in Jest." Using an algorithm designed by engineers at YouTube, the Toyota-sponsored section will locate and feature up-and-coming comedy videos.

According to officials at Toyota, the idea was to create an experience that users could participate in.

"If you just bombard these sites with traditional advertising, you are going to turn off the customers, and that is not what any of us want to do," Kim McCullough, Toyota's corporate manager for marketing communications, told The Wall Street Journal.

The campaign also features a sketch video contest with a $25,000 prize.