this is yet another great example if viral marketing. it was presented as a documentary by venezuelan director carlos soto about a small town in sweden of 32 residents who all bought the exact same car on the same day. as the documentary finishes, a popup ad from the disgruntled director appears saying that “the story is not true. and i can prove it” with a link to his personal website where he claims to have been duped.
in fact, this is a mockumentary created by spike jonze for volvo.