Viral marketing campaigns, eh? They take forever, they tell you next to nothing and - once the product being teased finally emerges - your response is often little more than "meh."
And if this was anybody else giving us pretentious videos with portentous voice-overs talking about black swans our instinct would be to drag it into the virtual recycling bin. But this is McLaren and so, reluctantly, we're going to bite.
Nope, not with Mila Kunis and Natalie Portman..
Because while the video itself tells you nothing beyond the fact McLaren's marketing department has possibly too much money, more details about the company's forthcoming junior model are always welcome. We can stop referring to it by its internal code of P13, because we've been told it will be known as the Sports Series, and also that we'll be seeing it next year.
"Series" suggests there will be more than one, of course - and although we can confidently expect there to be both coupe and roadster versions, we've also heard from within McLaren that there will be a more practical version with more luggage space to act as a junior GT. And, very interestingly, McLaren has recently registered the trademark 'Longtail'. We'll keep digging on that one.
Other stuff is as previously reported. The Sports Series will use the same carbonfibre tub as the 12C, 650S and P1, and we believe it will be powered by a downtuned version of the same Ricardo-built twin-turbocharged V8. Expect it to be priced against rivals like the 911 Turbo and the next-generation R8 V10.