The word “local” has been coming up a lot over the last two years. And would you believe it was all because of a sneaky ad campaign by The Local Collective?

Well, you shouldn’t, even if the star of the agency’s spoof of advertising case studies makes a convincing argument.

The video features quick cuts of hundreds of subject matter experts and celebs including Jeff Bezos, Barack Obama, LeBron James and Matt LeBlanc from Friends talking “local,” and the “trillions” of impressions created across “10,000 languages.” The tongue-in-cheek case study presents this as the result of a years-long ad campaign by The Local Collective to make its mission top-of-mind across the world. This claim is backed up with a bevy of buzzwords, dubious stats and results the agency may or may not be able to actually take credit for.

According to Matt Litzinger, founder and CCO of The Local Collective, this is the time of year when agencies, including his own, typically throw out new sizzle reels alongside messages of thanks to partners over the last year. But because the agency is feeling good about its successes, and is about to celebrate four years in operation this February, Litzinger says the agency instead decided to do something entertaining that they would enjoy watching if another shop else created it.

The concept was borne out of what Litzinger and his colleagues saw at award shows: case studies with incredible results for projects that they otherwise would not have heard of it were not in the running for some prize.

“We thought, well, this might be a fun kinda little poke at ourselves, poke at the industry, and what we all do, but in a charming way,” Litzinger says. “Instead of show a reel of all the great work we’ve done…we just thought it might be funnier to show the world the way we think.”

Ultimately, like some other attempts by the industry to spoof its tendency for hyperbole, it also sets out to make a statement about obtaining honest results.

Last fall, The Local Collective added two leaders for its client service and design teams.