nokia made a good move by including rafael rozendaal in their video ad.

its a great idea, but in my opinion badly executed.

rafael’s art is not very clear and only at the end there is an explanation he is a visual artist.

viewer needs to know a bit about rafael to understand this, but maybe this is not an issue thanks to rafael’s popularity online.

with more than 1,5 mil monthly visits on his art websites (google analytics) he is a breading ground for such virals.