Is this advertising? It is so weird and wonderful, I can't look away

I have seen this in a few spots on the blog-o-sphere and felt compelled to comment. This is the original text from the a Glass Half Full Productions from Cadbury.

"Drumming gorillas, Phil Collins and Glass And A Half Full Productions? Well it just seemed like the right thing to do. There's no clever science behind it—it's just an effort to make you smile, in exactly the same way Cadbury Dairy Milk does. And that's what we aim to continue to do; simply make you smile. So if a drumming gorilla's not enough, wait until you see what else we have up our sleeves. Sign up if you're curious..."

This begs the question. With so much attention on marketing return on investment, where does stuff like this fit in? Does thousands of YouTube views actually drive sales?

Being 90 seconds long, it probably never aired on TV, but judging by the half a million views on YouTube since it went viral on August 31 it's probably worth the investment.

Hey, I'm curious and it made me smile. And, it got me to sign up.

Also, the fact that this thing is showing up on so many blogs may also be an success factor that marketers take into consideration in the future. How does this effect the credit union world? Good question. I think what it can do is open our eyes to potential ideas that don't necessarily need to make sense.

Tim