This is the advertising equivalent of clickbait - make a video about an ad which maybe ran a handful of times, if it even aired at all, in the hopes of that video going viral and stimulating press coverage.

Pizza Hut recently did something similar with their pizza box projector[1], a fun little idea which ultimately probably only directly reached a few hundred customers but which millions of people around the world read an article about.

[1] http://www.businessinsider.com.au/pizza-hut-box-turns-into-m...