March 11, 2014 at 1:44 PM ET

We've all been there: The first kiss moment. It's awkward, exciting and nerve-wracking all at the same time. But what if the kiss was with a complete stranger?

"First Kiss," a video goi...al Tuesday, captures just that, as filmmaker Tatia Pilieva recruited 20 strangers to plant smooches on each other for the first time while cameras were rolling.

The video, posted Monday, had already racked up more than 5 million views by Tuesday afternoon. In a tweet Tuesday, clothing brand Wren revealed it was an ad for the company's fall 2014 collection.

Viewers deemed it both beautiful and a little uncomfortable (our offices, for the record, were mixed on whether it was cute or cringe-worthy).

And now that it's been outed as an ad, we're a little more skeptical over the seemingly candid moments. But its blend of awkward and sweet has made it viral gold, and it shows no signs of slowing down.

What do you think — swoon or skip?

I remember when hippies started to protest merchants coming into the Haight selling "loveburgers" and shit like that, on the basis that the concept of "love" should not be used to sell hamburgers.

I think they were solid and right on.

Peace!

The idea is too weird.

Lame.

Don't we look at people who are (practically) strangers kiss all the time? That was my first thought when I saw this. I think I'm missing the point of the big deal.

That was actually pretty beautiful, mostly because of the smiling faces. Don't see anything cringe-worthy about it.

in my opinion, it just seems an extension of the selfie-taking look at me! culture that has become fashionable just in time for google glass. i don't want to live in a surveillance society, so projects like this which normalize the publication of private, intimate moments give me pause. JUST my 2c

[Edited 3/13/14 13:25pm]

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[Edited 3/14/14 7:47am]