I was reminded recently of just how powerful viral ads are. You see, for the past two days the conversation around the office has continually drifted back to the highly controversial VW Polo ad, the latest viral to make the rounds. If you happened to miss this one, it involves a suicide bomber whose deadly attempts are thwarted by his car that's durable enough to contain the explosion. The tag then reads: "Polo. Small but tough."

Then an interesting thing happened. I got involved in a conversation about what a viral ad's purpose is, where the lines of good taste are and how that relates to the function of satire. Needless to say, we came to no resolution.

But it did get me thinking about the impact of the medium. Aside from becoming office conversation pieces - or the subject of lawsuits, as is the case with the unauthorized VW hoax viral - they really are attention-grabbers. (Though the type of attention can often be questioned.) I can't remember ever having such an intense conversation about a TV commercial.

Fitting then, that virals have been given their congratulatory due. In January the first Viral Awards were handed out in London. I had the opportunity to judge these awards - as well as a special award for the Best North American Viral, which will be given out at the New York version of the awards show on February 15. What struck me when looking through the entries was just how wide a swath the definition 'viral' covers. From traditional commercials that take to the net, to branded content pieces, outrageous comedy like Trojan Games (which won best Campaign) and interactive pieces like Burger King's Subservient Chicken (which was awarded Best Use of Technology). But the quality that they all shared is that I wanted to send each one to friends and family, though I restrained myself to avoid lengthy explanations - my dad still doesn't understand that a 'viral' has nothing to do with a 'virus', but he likes the funny content I send him just the same.

Admittedly, the example of the VW viral is an extreme, and I personally don't believe this kind of shock tactic really serves a client's needs - though many online pundits/conspiracy theorists such as AdRants postulate this was a planned inside job much like they believed the Ford Sportka viral with a kitty whose head gets lopped off by an automatic sunroof was secretly approved by Ford. However, it does illustrate the power a little email forward packs. Take, for instance, a different lunchroom discussion that arose from this clip. After a blow-by-blow of the narrative, we had a debate over specific car features. Was the Polo merely a European version of the Golf? "I think it's smaller." "No, it's not." "Yes it is." I can't think of anything else that possibly could have prompted that discussion.

To do my part in fuelling the passion for viral finds, I strongly suggest you all visit www.dogjudo.co.uk... now! It appears to be for Virgin Mobile, though I have no idea what British dogs in judo jackets with a penchant for taking the piss out of each other has to do with phones. Yet, it doesn't matter. I like judo.

Rae Ann Fera

Acting Editor/Associate Editor