By now, many of you have probably seen this two-minute production from PHD Worldwide, which uses kids as a “reflection on how the next generation will engage with brands.” Suffice to say, the reaction wasn’t positive to the video, which begins with the blunt message, “If you work in marketing, you better start upping your game.”

The overwhelming negativity has now in turn prompted PHD to respond in a blog post this week, saying among other things that the video was “…a provocation and an invitation to the marketing industry to comment.” To its credit, the agency breaks the criticism down and addresses everything from using kids to the unrealistic predictions of the execution. You can read the full response here, which we think could only add fuel to the fire.