The wags down at Crispin Porter + Bogusky have done themselves proud with another viral for Burger King, called the Sith Sense.

While the concept is nothing revolutionary, the execution and timing are excellent.

Much of the humour is found in the taunts from Darth Vader as he attempt to guess the object in your head: 'Your mind reads like a childrens novel' and 'This is a battle of wits and clearly you are unarmed'.

While finding the right formula for a viral is elusive, this does tick many of the boxes:

• assets: making use of existing assets and adapting them for the internet and the audience you are trying to reach, e.g. their big budget retail outlet Star Wars tie-in
• timing: no explanation needed here (if there is, welcome to planet earth)
• humour: don't take yourself too seriously
• spoofs: in-joke takes on the familiar
• low-key branding: BK clearly gets viral and generally gets the balance right between entertaining and promoting
• data capture: while they do have the ubiquitous challenge (summon) a friend they could be missing a trick here by not offering people the chance to opt-in for the next viral
• great idea: as with all good communications, it needs to start with a great idea