Chanel No 5 Advert

Did anyone see the half-hour special on MNET last night on the making of the Chanel No 5 mini-film advert starring Nicole Kidman?

I'm not quite sure what to make of it. My predilections against Nicole Kidman aside, I feel the ad was quite brilliantly filmed by Baz Lurrmahn (sic?).

My question is, was all the hype that undoubtedly surrounds this ad worth it???
When do big budget ads pay off?
And if so how?
Are there not cheaper, more effective ways to communicate whatever it is the product is trying to sell?
Or are they saying something about the product already by being so over-the-top and extravagent?
Is it a case of the client having a super large budget that they can spend on whatever they want???

Can someone in the know please provide an insightful answer.
Otherwise, would just like to know what others that saw the ad think about it.