After reading a few articles on the Guardian Facebook App, I managed to stumble across their viral section, and more importantly a link to 'Catvertising'.
The video itself feels completely serious, although at the back of my mind I feel like it's a YouTube version of the Office and I'm being completely gullible.
The only thing I can really suggest to do is watch it yourself and make your own mind up! Personally, I'm feeling like it's a clever viral video to advertise their advertising agency, but hey, maybe I'm just being a cynic.
Also, here's a link to the John St. website - http://www.johnst.com/
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