A few years ago, Ray Ban ran a series of successful viral videos for their Never Hide campaign. The most popular was the pseudo-home video of one guy tossing a pair of Wayfarers into the air and the other guy catching them - with his face, and in increasingly elaborate situations.

The video was one of 2007’s biggest viral hits, and later came the unreal ‘Bobbing for Sunglasses’ - but the latest helping of Ray Ban’s fuel for the fashion fire takes it from extraordinary to flat-out whack!

With video content this striking, who needs obvious branding? Besides, Wayfarers, the relatively-recent sidearm of any street scenester, practically sell themselves (Shemagh scarf sold separately).

While this ad did have an effect on me, it was more one of a spinal shudder, and my personal Ray Ban favourite would have to be the ‘catching’ video due to the comparative lack of cow-birth-goo and the level of realism synthesised in studio – something which viral video makers are getting pretty crafty at producing.