Fred and Sharon's first ad?

I'm really confused now. Was their original video a clever viral for The Lily Allen show?

Or have the makers of the show commissioned Fred and Sharon?



Update: Many thanks to Catherine for pointing out a quote from Fred in the comments.

"Because of the popularity of my 'Who Needs a Movie' Video the people at BBC3 contacted me to make this commercial. The point for Youtubers is that Lily Allen has a segment of her show each week which features a Youtube Video. I didn't know who Lily Allen was a week or so ago."