Advertising as content.  Brilliant ad.

It's entertaining.

It stays on the companies message...

Funny.  Cute.  Has a baby...check, check, check.

And they did it all in cgi. This was obviously a requirement due to the baby being a ninja master. But it works. It has a certain Shrek-ness about it that imbues even a bit more humor into it.

A+ effort.

Update: Wilkinson has a website devoted to the campaign - www.ffk-wilkinsong.com.  The trailer is there, it talks about the characters, goodies, and a game.  A 96 megabyte downloadable game.  So this is not an inexpensive proposition to create.  It is merely  exploiting a non-traditional channel.

This falls into the subject my friend Todd Sawicki wrote about here: http://www.techrivet.com/2007/03/28/whyViralIsntFree.aspx.

Although I could argue that the viral campaign has other goals in mind besides bottom line sales.  Increasing awareness in the consumer to your brand is also a valid goal, just one much harder to measure.

Update 2: The game is pretty lame...not worth the download time.  Picture a slower, less fun, stupider, mortal combat.

Anyways, here's a screenshot.