Butler, Shine, Stern & Partners has LucasArts games as client, there will soon be some Indiana Jones/Lego game as far as we can tell. So they dressed a giant styrofoam ball (or similar) up with Lego's, claimed that the giant Lego "boulder" was made only out of Legos (wouldn't that weigh a lot more?), and sent a guy dressed as Indiana Jones running downhill in San Francisco being chased by the giant rolling lego-deathtrap while filming it. Posted to youtube, amusing to some viewers.
So far so good, right?
Well, no. Then someone made the mistake of deleting comments outing the film as a viral and now boingboing readers are all huffy and puffy about falling for a stealth viral camapign. Yes, that's annoying, since I think stealth virals are a slippery slope into making the audience more willing to believe that hoax virals are real. But what the hell do I know, I couldn't even get Butler Shine to open my portfolio despite it rotting in their reception for two weeks.