Future tense.

Already an eleven million-plus viral Youtube hit, the centre piece of W+K's Nike 2010 World Cup campaign is a three-minute spot built on the tension surrounding the future impact of success and failure on the pitch – with a good or bad pass or tackle – with players' lives off the pitch.

The likes of Wayne Rooney and Ronaldo flash-future themselves into the colourful lives of national heroes and villains in scenarios that include an English trash trailer park, a maternity ward, a South American shopping channel, an episode of The Simpsons and Youtube itself, and cameos that go further to prove – Pepsi take note – that with the right level and tone of drama a commercial can successfully host a roster of stars.

Hitting back.

I've for a long time been a fan of the subversion of media in and by advertising – as in, and excuse the unabashed self-promotion, THEC's Thailand Open campaign – though this Cyberbullying spot is the first time I've seen media made as the idea online.

Although the video production quality is a just a bit too polished and the faux Youtube graphic ever so slightly off (both points are really only caveats) this work really punches.

Don't get drawn in.

Although scam work in the world of advertising is rife and shows no signs of abating (even with the presence of numerous digital, peer-congratulatory forums like Ads of the World), it's unusual to see anything other than faux stuff at school – unless of course you initially claimed that the work was in fact the real thing.

Getting someone else to do your homework or other such schoolboy laziness is more common, and even though I admit I thought that I'd seen it all at the age of 14 when I witnessed two kids at the school I attended catching the bus during our annual 3.5 mile cross country run, the following classroom cheat is on an altogether different scale.

In order to create what he hoped would be the biggest drawing in the world, Swedish design student Erik Nordenankar handed DHL a suitcase, inside of which was a GPS tracking device, together with exact instructions of where to take it. By tracking the device through six continents and recording the route on a map, Erik created the largest portrait the world has seen – or at least that's what he claimed. 

He later admitted – rather unnecessarily you might feel – that the case never made the journey, citing lack of funds as the reason; but Erik grassed himself up because as a hoax the tale was far hotter. In less than three weeks the story has created a viral storm boasting more than 1 million Youtube hits and plenty of blog coverage – which has all helped to raise the piece to a higher conceptual art form and gain the artist added anarchic kudos. 

I am just left wondering whether he got any extra credit at school for all his efforts and his cunning use of new media.

Check out his website for a personal confession. 

Via Creativeinlondon.