There's a short video currently going viral called "First Kiss," which shows 20 strangers meeting for the first time and then making out—on camera. Adorably awkward and surprisingly steamy, it's pretty charming. It's also a clothing advertisement.

The video (via the Daily Dot) was directed and produced by Tatia Pilieva, who rounded up 10 guys and 10 girls and told them to go to town. (In pairs; it's too Tuesday for an orgy.) It's endearing as they try to get comfortable: "Can you turn off the lights?" "What was your name again?" "You have nice eyes." But it's also, as Double X points out, fundamentally a commercial, for the clothing line Wren:

What's more, for the most part, you're not actually watching randos off the street get intimate. Many of the participants are people whose jobs revolve around being charismatic on camera. Which feels a little different:

The cast includes models Natalia Bonifacci, Ingrid Schram, and Langley Fox(daughter of actress Mariel Hemingway and sister of model Dree); musicians Z Berg of The Like, Damian Kulash of OK Go, Justin Kennedy of Army Navy, singer Nicole Simone, and singer-actress Soko (who also performed the melancholy indie music that accompanies the short); and actors Karim Saleh, Matthew Carey, Jill Larson,Corby Griesenbeck, Elisabetta Tedla, Luke Cook, and Marianna Palka.

It's still cute! But it's a cute advertisement. WOMP WOMP.