Disagree slighty... the reason the ad is so brilliant is that it is not making fun of them, but rather embracing them, and suggesting that they'd have more fun playing the paper-and-pencil style of elf-pretensions instead.

The design is just perfect. At first glance you see: lonely guy in dark with computer, the big "PRETENDING TO BE AN ELF" text in a scratchy, accusatory font, with smaller text beneath it that you assume will say something along the lines of "You're a fucking loser; drink our beer and get laid instead." But it says the total opposite.

I love this ad.