The old joke goes, how many psychiatrists does it take to change a lightbulb? Only one, but the lightbulb has to want to change.

I'm left with a similar feeling after viewing Gap's new viral, Watch Me Change, although the general reaction in this corner of the office is Make Me Stop.

You can't fault the execution. It is slickly produced with some excellent work in Shockwave, including some impressive dance moves if you can make it to the end. The concept is that you recreate you own likeness by creating a virtual you, even down to your age, eye width and muscular definition. You then dress yourself and you are ready to go.

You then have the bizarre experience of watching the new virtual you perform a strip-tease to music, although fortunately you keep your underpants on to spare yourself total embarrassment. Then the advertiser is revealed as the Gap telling you that 'Change. It feels good.'

Perhaps it was thought that the appeal to the more voyeuristic elements of the internet would make the viral more, er, viral. Certainly the concept of inviting you to select a new look for yourself from the Gap catalogue is fine, it's just what you do with yourself that bothers me. It suggests the design agency wanting to strut their virtual stuff with their impressive dance moves. I know dance is a common theme in Gap's stylish advertising and that this is about shaking off the old you, but I'd rather watch Madonna strut her funky stuff anyday.