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Originally Posted by NatCh
Hmm, I don't see what would be questionable about it.
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Then I guess you never saw the viral Volkswagen commercial that showed a car's moonroof very realistically decapitate a cat, for example. (Sorry, I don't have a link.)
Many of the viral campaigns draw attention to a product by
pretending to be made by some nutjob filmmaker or animator, designed to freak people out. In reality, they are made by the manufacturer, and their intention is to get people talking about the brand (VW did okay the online commercial described above, and others just as "iffy"), even if in connection to a negative ad. That's the stuff that gives viral campaigns negative press, and what makes them morally questionable.
Although I'd like to come up with a good viral campaign, doing something like the VW campaign would not be my cuppa.