Some of the best examples of content marketing tend to sneak up on readers/viewers/participants, many of whom don't know it's an ad and don't seem to care either. That's certainly the case with First Kiss, a clip for clothes brand Wren that shows 20 'strangers' in a room locking lips and captures the initial awkwardness and eventual passion.
So far it's clocked up over 30 million views and captured a lot of media attention. But, as Slate points out, many of the participants are models, actors and musicians. So while they may technically be strangers, the results might not have been so beautiful or shareable if they were randoms picked off the street.
Like all proper viral clips from this post-modern world, there are also a range of parodies, ranging from dogs to Minecraft to handjobs.