American Eagle Spray On Jeans: Marketing VP Bob Holobinko Talks 'Skinny Skinny' Video; Can You Buy Them?

Hoax or not? Over the last few days a commercial advertising American Eagles 'Skinny Skinny' Pants has gone viral ... because there are no real pants involved.

You have probably seen it already: a group of young, happy, creative people stating that skinny jeans are never "skinny enough," and walk around in the "Skinny Skinny" spray while skateboarding or playing guitar.

The internet quickly threw itself on a heated discussion on whether the spray on pants were a real thing or just a provocative video. Friday, American Eagle's marketing Vice President Bob Holobinko went to the "Today" show to speak about it and put the country out of its doubt.

"We just wanted to have fun," Holobinko said. "And this was the excellent opportunity to push it a little from the brand's point of view."

The video has reached 200,000 hits on YouTube, and just as many into their sales webpage, which promptly tells the hopeful customer that the spray cans are "temporarily sold out," and encourages them to enter their email address to be notified of when the cans are available again.

And as everybody guessed, the spray cans are not actually for sale - but they do exist. "There will be an offer that the customer will receive, when we capture their email, at the end of the campaign," explained the marketing expert.

Peter Shankman, a marketing consultant that was also present in the "Today" show, said the campaign was nothing short of "phenomenal," for the revenue and reaction it had generated.

"We know the product isn't real, but we still go to check it out," said Shankman. "That is excellent marketing. People are talking about it."

"There will still be people who go to the store and ask about the cans, that will happen!" he added.

Two models, sporting the "indigo" version of the Skinny Skinny pants, were present for the show. They said it had taken them over two hours to get ready, and that it felt "truly, like you are wearing nothing at all."

Holobinko said the campaign is not finished, and next week there will be a new installment.

Watch the whole interview here.