I know, I know… it’s just ‘sex posing as art to flog tyres’ but the point is… it’s viral and famously so. And making a ‘making of’ video is a clever way of milking the viral.
(NSFW so rather than embed)
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they’re doing social media pretty well, firstly by being brave (getting rid of their website and replacing it with a twitter feed), and now by making an infinite stream of weirdness on their website homepage. brave = viral & social.