The ads are destroying YouTube. At least this one is. It is a video ad for sustainable energy company from Spain called Acciona. Yeah, I had never heard of them either.

The video starts with this Euro-dude in a suit starting to blow up and crack apart like he’s made from plaster. Halfway through, the actual video player crack in half, and all of the surrounding parts of the site shake and fall away, while an annoying voiceover is saying something about rebirth. I don’t know, maybe it makes more sense in Spanish.

The visual effect is interesting, but feels like a gimmick since it’s already been done before to much better effect by Nintendo. A year ago, they used the same collapsing webpage motif in a video ad for Wario Land: Shake It. At least that made sense.