The answer is who really knows? It seems though it almost always has to involve either humour or pathos… either make us laugh out loud or tug at the heart strings.

The difficulty, if you are an advertiser is though, how do you connect a commercial message to it?

If not, are you just making the video for the self satisfaction of seeing the fruits of your creative loins being seen by millions.

Here’s a video that’s gone viral but there’s no message… an opportunity for an advertiser gone begging.

Who should be attaching their name to this one?