An old ad for Filigranes Bookstore, advertising Franz Kafka’s literary classic, The Metamorphosis, has drawn some buzz from the reddit community, appearing in the “WTF” subreddit, and ultimately drawing thousands of upvotes.

Now that’s a viral ad. The ad is drawing this buzz years after it was released. It’s been around since 2008 at least. That’s the power of reddit.

Well done, Filigranes.

Click over to Imgur for a bigger, more NSFW version if you like.