down the hill after these guys. >> that's right. it wasn't created by a computer or shot in front of a green screen. but it also wasn't just a group of friends joking around. >> it had viral video advertising campaign wafting off of it. >> that's exactly what it is, a viral video promoting what was promoting, in 2008, a new lego "indiana jones" video game from lucasarts. >> we wanted to find a way to broaden the audience. we tasked our agency to come up with some new ideas, something that would get people talking the next day. >> what's more different than a giant lego boulder chasing someone dressed like indian jones down a hill in the middle of a major american city? but still, with 5 million lego bricks, that's got to be a little heavy. >> really heavy. and they are sort of moving it like it was nothing. i was like 5 million legos? >> so what about that 5 million
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