WREN, a clothing company established by Melissa Coker, has released a video entitled "First Kiss". The video was made by filmmaker Tatia Pilieva and it featured 20 strangers who met for the first time and were asked to kiss each other. It was a little strange at first but the sweet part of the video is that it showed the uncomfortable and tender moments shared by a couple prior to as well as after sharing a kiss. As of this writing, the video has reached over 40 million views on YouTube.

During an interview with the USA TODAY Network, Melissa Coker stated that the number of views is a clear sign that people appreciated the sweet, loving and genuine moments in the video. She added that the women in the video are all wearing WREN clothes. The video is a far cry from conventional commercials, Coker claims, because it was created with the intention of introducing something new while being remembered in the business and advertising world.

The people selected for the video were buddies or acquaintances of friends. Several of them are volunteer models, actors or musicians. She also said that the couples were not informed of the identity of their partners. The couples saw each other for the first time during the filming of the video, where they got to introduce themselves to each other.

Barbara Lippert, a MediaPost.com media critic and columnist, said that videos are a smart way to market fashion labels, saying that archetypal and ultramodern representations or images are needed by fashion brands. She also said that making short films on the internet is a good way to market a product without looking like a commercial. Many viewers did not even think it was a video designed to advertise clothes. If you haven't seen it yet, go watch it!)