Maybe really does know viral

Lots of people had fun with’s foray into viral video with the Subway pitch. It convinced some that those at the shop didn’t know the first thing about viral. Think again. It turns out one of the hottest YouTube clips of recent weeks, “My Box in a Box,” a spoof of Saturday Night Live’s “A Special Christmas Box” skit, is the handiwork of Ben Relles, a strategist in’s New York office. Relles recruited two Philadelphia college students to sing and act in the video, which was shot over the holidays. Since it went up on YouTube on Dec. 28, it’s been viewed 1.7 million times. Maybe could use it to pitch the Taco Bell account.

—Posted by Brian Morrissey