Thanks to Mashable for the h/t on this campaign.

Many of you have seen the video above circulating around the Internets of late.  What a great example of creating an experience that aligns with a brand’s core value (i.e. VW is more fun to drive) without it feeling contrived or forced.  Hats off to VW and DDB Stockholm for using a social media channel in YouTube to push a brand agenda to support a microsite.

I haven’t, and doubt I ever will see, an actual paid placement supporting this campaign, but that didn’t stop nearly 2 million people from viewing the first of a series of Fun Theory videos.

Most “viral” campaigns rub me the wrong way from the start.  This one, however, is straight up delightful.