YouTube has launched a big marketing push for... YouTube. A new campaign -- which includes film spots that will go on TV and on Google properties -- puts the spotlight on YouTube video creators. For example, one spot features Bethany Mota, the Californian teenager whose most-popular YouTube channel has over 5.7 million subscribers. In the minute-long spot, Ms. Mota -- who has designed a collection for Aeropostale -- appears in quick-cut clips from some of her videos.

A print campaign puts the focus on "You" -- with "You make us who we want to be" and "You fight bullies with style," alongside pictures of the YouTube creators who do those things.

The campaign, which launches on YouTube next week, will also feature Michelle Phan and Rosanna Pansino.