The Guardian has a neat rundown of the Top 10 virals of the year, including the one above... an ad that ridicules the making of adverts.

How many had you already seen? My score was 5. Shabby.

And did you think they were better than the regular TV ads? I would say yes. There's very little big spectacle here - no giant zoetropes or foamed-up city blocks. But there is a lot of cleverness, and a lot of cheek too.

The standard of virals is going up, as more and more agencies start to do them. However, it's interesting to note that the top two on the list - Wassup 2008 (Charles Stone III) and Diesel XXX (The Viral Factory) - weren't done by ad agencies.