No repeat for Freixenet's Scorsese ad

Last year Cava giant Freixenet made a big splash by hiring Martin Scorsese to direct an ad that garnered a lot of attention via Internet views (over one million hits according to one Spanish economic newpaper, and a random search via YouTube shows some users-published versions having tens of thousands of views). Freixenet had announced that they would be continuing in 2008 with a new director, bandying about such names as Coppola, de Palma, Lynch and Tarantino, but instead the project has been cancelled. They will return to their standard for-the-Spanish-market TV ad, this time featuring Spain's Olympic silver medalist sychronized swimteam.

So, does this mean that the Scorsese ad was not successful, or was too expensive to make? Or maybe it was so successful that it can continue to be a reference point on its own? Or perhaps the TV ad's importance for the Spanish market (newspaper TV guides in Spain have in the past of listed the ad's showing times, just like a sit-com or police drama) was seen by the company as a better investment.