One of the ingredients for creating a viral smash, it would seem, is ambiguity. Volvo Trucks’ "the epic split" spot with Jean-Claude Van Damme was so intriguing because no-one knew how sincere it was. Now, East Hills shopping centre in Missouri has achieved something similar with a local TV ad that features retail employees singing about their wares. It’s hilarious and kind of hypnotic, but not even interviews with its creators explain whether it was the best they could do or cynical click-bait. One thing is clear: with nearly 1.5 million YouTube views, the keyboard warriors are wrong about it being the worst ad ever made.
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