So what if that ridiculous video of those guys effortlessly jumping into a pair of jeans was merely a viral ad concocted by an ad agency that’s been doing this time and time again? [Gawker] We’re in the middle of an era where even two-year-olds are bombarded with thousands of marketing messages every day. Shouldn’t we at least enjoy the ones being shoved down our throats? The ad in question is one for Levi’s jeans, replicated from a Ray-Ban ad from last year. It’s racking up millions of views on YouTube and elsewhere. And you know what? God damn good for them!

It’s actually quite difficult to come up with a viral ad concept. Sit in on any marketing meeting, no matter how big or small the brand, and all they can talk about is “going viral.” Those kids with the Mentos and Diet Coke probably didn’t know what they were sitting on when they created the exploding video, and that wasn’t even an actual commercial. And for good reason: There’s no exact science. Ad agencies don’t know what’s going to make a certain spot spread across the Interwebs, even though they’ll spend $3 million this year on Super Bowl spots that they hope will be revisited on YouTube.

And if MTV plans on turning its commercial breaks into “podbusting” segments, where advertisers air commercials that very much resemble actual programming, shouldn’t we be encouraging them to head in this direction?

Listen, we don’t mind where a funny video clip comes from. It’s going to end up on CollegeHumor.com either way, and if advertisers are going to waste millions of dollars coming up with these things, shouldn’t we at least applaud their efforts when they get one through the fray?