#mermaidpillow captivates the internet

The pattern possibilities are endless. Photo / Facebook

You remember the dress debate, and more recently, that puddle in Newcastle that enthralled the world.

Today, the internet is abuzz about a cushion.

A video viewed over 30 million times was posted by US journalist Steve Noviello, showcasing a "magic" cushion in a Nebraska furniture store.

He demonstrates the endless design possibilities by brushing several patterns into the cushion's sequined covering while his friend can be heard explaining how it got it's name: "It's called the mermaid pillow because you can change it like a fish into a woman."

"They're $149 ($NZ228), but you have to realise that it's probably 1,000 different pillows in one. So it's really pennies on the dollar."

Viewers took to social media to express their amazement with one user commenting: "What kind of sorcery is this?".

Others shared their desperation to get their hands on one.

If anyone needs me, I'll be in my room looking at mermaid pillow gifs until July. https://t.co/HhJ0K7GNIT

— Eleanor Margolis (@EleanorMargolis) January 13, 2016

Noviello also shared a link to the cushion supplier and options for a matte version.

Matte options for DIY #MermaidPillows enjoy https://t.co/1ZxJIYR1wh

— Steve Noviello (@SteveNoviello) January 12, 2016

While thrilled with his video's popularity, he acknowledged the weirdness of his situation.

"I've been a TV journalist for almost 20 years, I have six Emmys sitting on the shelf. [But] the most watched piece of video that I will probably ever produce in my career is about some pillow."

- nzherald.co.nz