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SapientNitro video taken down following industry criticism

A promotional online video from international marketing agency SapientNitro has been removed following wide-spread criticism by the creative industry at the ‘idea engineer’ rap.

The video, which was hosted on Facebook, led to incredulous comments, some of which were deleted by the agency before the whole video was taken down.

‘Sapient’ is now trending on Twitter, with comments including ‘I made a negative comment on the @sapientnitro video on Facebook. They removed it and banned me. An agency that doesn't 'get' Social at all.’ ‘Dear Lord. I just watched this Sapient promotional video, I don't think even Kylie could convince me to work there now.’ and ‘Sapient Nitro cannot be serious with that music video. Surely an elaborate gag right?’

Luckily, the video has been reported on YouTube by someone else, so you can view it above. Let us know what you think: fabulous publicity stunt or cringeworthy?

The Drum tried to contact SapientNitro for a quote, but there was no reply at time of writing.

Sapient has since tweeted: "We do great social media work for clients. Today we left our own brand unattended. We're sorry. Watch this space for more. #ironic"

Featured by The Drum