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Before the artist gets to work the already heavily tattooed Matthew says it is is the ‘calm before the storm’.And the tattooist leans over him and asks: ‘Dude are you sure?. You can’t back out now.’ But Matthew goes ahead and after the procedure even exclaims that it is ‘awesome’.Getting up from the tattoo table Matthew puts his shades back on, when a voice in the background says ‘you don’t need those anymore’.The footage drew hundreds of comments from viewers, with many wondering what would happen should Matthew ever actually need spectacles later in life, and others defending his choice.Ta da! Matthew gives a second camera the thumbs up, as his girlfriend watches and the process is filmed by another man holding a video cameraBut, two days after the footage flew around the internet, it has emerged that the video may in fact be nothing more than a publicity stunt for Ray Ban.The sunglasses company has formed a production company called ‘Never Hide Films’ complete with its own YouTube channel that has to date produced 20 viral videos.The video entitled ‘Guy has glasses tattooed on his face’ is just the latest in Ray Ban’s viral campaign.’By keeping their finger on the pulse of what’s cool, unique and attention grabbing, Ray Ban has turned their video series into a viral video factory, and now has the track record to prove it,’ the blog The Future of Ads has written in a post devoted to Matthew’s video.See the video hereSome of the videos have been wildly successful. One film that shows a man catching a pair of Ray Bans with his face in increasingly outlandish situations has been viewed four million times in one year.’What made this video a success was that it used an existing YouTube meme (amazing and unbelievable actions performed over and over again with increasing difficulty, such as long basketball shots.) but did so in a very fluid and believable way,’ The Future of Ads explained.Another video that of a cow giving birth to a man (a man wearing, of course, a pair of Ray Bans) is a success because of its shock value, the blog claimed.Another advertising blog, Adverblog, wrote: ‘Overall you can easily say RayBan is very successfully reaching a broad, worldwide online crowd spreading the Never Hide message’ with the virals.See Ray Ban’s ‘Guy catches sunglasses with face’ viral video hereSo did Matthew really tattoo a pair of Ray Bans on to his face? A Ray Ban spokesman in the UK was not immediately able to comment.Redness and some bleeding is seen around the tattooed area in some frames and Matthew himself certainly appears to be no stranger to tattoos.The sound of the needle can be heard on the video although it’s hard to tell if the needle is actually piercing the skin.With the ‘faked’ precedent set by Never Hide Film’s previous productions, the debate is continuing around the internet and will likely just cause even more people to view the video..