A recent sighting of a mythical creature in a lake near Berg, Sweden is causing quite a stir online. Since the release of the video, there has been talk of another hoax or another case of 'mythvertising'.

'Mythvertising' refers to the phenomenon of sightings of still-elusive mythical creatures like the chupacabra, Sasquatch or Bigfoot, the infamous-for-15 minutes Montauk Monster and probably, the mother of all lake monsters, Loch Ness Monster in Scotland. All have been suspected or dismissed as elaborate forgeries that were created as 'advertising' material for their respective locales and in the case of the Montauk creature, for a movie.

The following clips might just add the the Storsjoe or Great Lake Monster to that world-renowned list.

What you see on the right is the latest video capture of what seems to be a creature lurking in a lake in Central Sweden. The effort to capture this very elusive and certainly thought-provoking creature was funded by a local shopkeepers association in the nearby municipality of Berg, Sweden.

There is a local legend there that dates back to 1635 and up until recently that there are unverified 'sightings' of a creature described as a 'serpent-like beast with humps, with a small cat- or dog-like head, and ears or fins pressed against its neck'.

The video on the right could change all that. It is worthy of note that the local shopkeeper's association that funded this 'capture-on-camera expedition' is definitely all smiles with the video proof that the Storsjoe Monster exists.

Hmmmmm, local mythical creature caught on camera + Internet buzz = global attention and tourist dollars.

Oh my, what a great idea!!