When I first saw the liquid mountaineering video below, I was a little skeptical. But being that the movement had its own homepage and blog, I figured maybe some crazy Europeans really did find a way to get busy like Jesus. If only for a few seconds.

Guess the joke was on me. Shoe manufacturer Hi-Tec was actually behind the ruse. And I fell for it. Hook. Line. And gullible sinker.

Shot in documentary-style, the video captures people doing their best impersonation of a skipping stone. By picking up speed and running in a slight curve, some of the guys are able to run on water for just a few steps. All with the help of water-repellent shoes these outdoorsmen accidentally happened upon.

Cleverly crafted, the video barely features the Hi-Tec shoes- only showing them for a brief second- before cutting back to running on water. That’s what’s so great about it. No mentioning the shoe’s name. No hard sell. By treating the shoes as a small part of the story, viewers were less apt to realize they were watching an ad.

Another great example of viral videos. Good job, Hi-Tec. I admire the quality of the wool you just pulled over my eyes.