The U.S. shortlisted work included the microscopic stop motion movie “A Boy and His Atom.” Ogilvy New York teamed with scientists from IBM “the world’s smallest movie,” whose images were literally made by manipulating atoms one by one for each frame.

http://creativity-online.com/news/cannes-unveils-shortlist-for-first-innovation-awards/241832

So... what is it advertising?

Yes it is, and very creative advertising at that.  The industry evolves ....