On my Twitter feed a few days ago, I re-tweeted a post from Shots out of the UK in regards to this spot. When I viewed it on YouTube, it had less than 350 views, a few days later it's over 20K and being picked up by a number of popular blogs.
The first time I watched, I didn't have a clue what it was for. Turns out it's for Phillips HD TV's and the microsite is worth checking out. It is an enhancement of the spot and the utility of the site allows users to fast-forward, rewind and hear commentary on how it was created. Simple site, attention-grabbing spot and excellent execution.