So, according to Techcrunch I was fooled about Bodyform in my previous post: The Facebook post that was the catalyst to the video response was real enough. But the video featured an actress, not the Bodyform CEO . . . because it doesn't have one.
However, even if the video was an advertising gimic from the agency (Carat) for the parent company of the Bodyform brand, it is still a great lesson in effective reputation management. You couldn't buy the same combined reach, engagement and impact from another ad form, and do it in only eight days.