Animated gifs have taken the web (the visual side, at least) by storm over the past year. Now it seems advertisers are getting in on the action, too.

French luxury brand Lanvin's latest online lookbook, for instance, appears to have taken a cue from the visual culture. The video features a series of dangerous dinner scenes, each with models lounging and posing around with snakes. Each is shot as a rapidly presented series of stills, just like a gif. In addition – and adding to its credibility amongst a younger audience – the video's music is courtesy of the Pharrell Williams-produced artist, Maxine.

Video look books have been a popular way to show off new collections online, showing clothes moving in the way they had been intended, while creating some online buzz across blogs and websites. Lanvin's new campaign goes a step further in courting a younger audience by being inspired by a growing online visual trend.