Digital agency SapientNitro has finally got around to explaining itself after its promotional rap caught a light on the web yesterday and was greeted by near universal derision.

The agency, which started trending on Twitter, made the situation worse by deleting every negative comment on Facebook where it posted the video before finally retreating from the web and pulling the video, but by then it was way too late.

The video was posted YouTube and has gone on to rack up 50,000 views and more than 300 comments as people gave their views on why “idea engineers” shouldn’t rap.

The problems is the agency says that not all things translate. The videos is below, but you must have seen it by now.

“We’re guessing you’ve seen “the video.” And you may have been one of the people who commented, tweeted, retweeted, or retweeted a tweet that someone else already retweeted.

“Thing is, we’re a global agency. With offices in many places. And sometimes we make something meant for one place or audience that, well, gets out into another place. Or everyplace.

“You know what? Many places have many cultures. And sometimes what works in one culture doesn’t really translate as it travels the globe.

(Like when a person shows his love of the job in musical form.)

“What does translate (segue) – your reactions. Sure, some of them were mean – our mothers definitely never did that. But a lot of them were pretty damn hysterical. And we heard them all loud and clear.

“So for all you “creative carpenters” out there, check out the best reactions below.

“And feel free to comment at will. We’ll never delete them (that would be very very silly).

@ChristianMezofi – “Sapient Nitro just won the Rebecca Black account. Congrats!”

Jaymundo (YouTube) – “Ikea Engineers”

jovianksc (YouTube) – “It’s like Disney and Bollywood smashed together. I got so many goose bumps to the point that it almost deformed me.”

jrothwell97 (YouTube) – “We, as a species, are f####d.”

octobear (YouTube) – “When shit hits the fan.. ‘An intern did it’ ”

tgeorgakopoulo (YouTube) – “Best thing since Entertainment 720”

@mbenney – “Starting to feel a bit bad for cyber bullying Sapient Nitro.”

@irishstu – “Another ‘sapient nitro’ anagram is ‘Spit On Retina’ #sapient”

@Qpenz – “Sapient Nitro goes Vanilla Ice…”

@Casablanca – “Just watched the Sapient Nitro video. I need a shower.”

@fulljames – “Just had a recruitment call from Sapient. Apparently, I need to prepare a skit and two song and dance numbers for the audition.”

@georginamilne – “Unbelievably, the thing that hurts me the most is the missing ‘n’ in ‘I’m a Idea Engineer’…”

@MisterGurd – “Just seen the Sapient video. It’s utterly tragic and brilliant at the same time…”

**Credits to the SapientNitro Social team for keeping on this pulse and Matt Kelsen for copy.