Some things are just funny. And they manage to be passed around by email to thousands and/or millions of people. But sometimes you’re left wondering: who’s behind this anyways?

This is the blessing, and curse, of viral marketing. Your message, application, widget, video or website has made the cyber space rounds, but no one knows who’s behind it. If this is the case, have you succeeded?

In light of the holiday season, the hilarious and successful Elf Yourself is making the rounds again. And it’s been evident people are still a bit confused on who’s behind it by the numerous tweets (there we go referencing twitter again – are you on yet???) in the past few days about people linking to Elf Yourself and posing the question. The answer is Office Max. And due to the success of the promotional viral video site, perhaps OfficeMax should have brought it to life in its stores for some PR or incorporated dancing elves into its ads. Really tie it together so the millions of people who have and will forward their Elf’d selves know they are able to do so courtesy of OfficeMax.

And since I couldn’t resist, a little something for your viewing pleasure: Carrie the dancing Elf