For a long time, virals have had the potential to feel fresher than television commercials because of the lack of spatial limitations and because they are completely unregulated.
What's proven surprising is that very few virals manage to successfully take advantage of that freedom.
Well, stand back, everyone... the featured work for K-Swiss offers a perfect illustration of how that freedom can provide a massive creative spur.
Danny McBride plays Kenny Powers (a character from HBO's Eastbound and Down) as an unlikely corporate predator. After taking over the advertised company, he applies his values and five minutes of complete hilarity ensue.
There's a fantastic attention to detail and as soon as you've finished watching, you want to watch it again.
It speaks perfectly to the values of the generation who are being targeted by K-Swiss and achieves the perfect advertising act of advertising something to a group who are utterly convinced they cannot be influenced by advertising.