Balloon Boy

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Knock-knock jokes…  Top Ten lists…  ”That’s what she said”…  Over time, cultures build stockpiles of shared comic references.  Back when we all watched Saturday Night Live, everyone copped Dana Carvey’s “Isn’t that special?” complete with the Church Lady’s off-balance lip pursing.  More recently, Kanye West’s obnoxiousness led to a spate of  ”Imma let you finish–” bits.  Sharing laughs around common reference points builds bonds between people, and simply makes the day pass more pleasantly…Picture 1

So it’s no surprise that this video popped up at the end of last week.  Mark Wegener, the man behind the consistently intelligent humor of ‘Local Paper’, passed along this latest version of Downfall, this time with Bruno Ganz’ Hitler screaming about the news media’s breathless over-coverage of the Balloon Boy hoax.

These days, you really are nowhere in the cultural landscape if you haven’t been referenced and had the piss taken out of you by ridiculous subtitles laid over this 2004 Oscar nominated film.  Type “Hitler Downfall” into YouTube’s search box and you’ll get 2,280 hits.  People have re-edited this clip to make Hitler rail on everything from Twitter’s server fail to Michael Bay’sTransformers to Tony Romo dumping Jessica Simpson.  It’s become such a common reference point it’s even gone meta, with Hitler losing it over his discovery of all the Hitler parodies.

It will take a far smarter person than me to explain our collective subconscious enjoyment of seeing history’s most notorious villain alternatively simper and explode over the banal topics of everyday life.  But the simpler truth is that the internet, originally designed to link brainiacs involved in military research and development, now serves a far more noble purpose: enabling distant people–often complete strangers–to satisfy our deeply human need for connection.  And laughter.

By Dennis Ryan, CCO, Element 79

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Most everyone does stupid stuff as a kid; you play games and try things with only the most minimal concern for personal safety (“Sure we were shooting each other with BB guns–but we were wearing shop goggles!”).  It’s the nature of kids–particularly boys–to chase a thrill, mindless of dangers or consequences.  It’s why my nephews wrestled on a sidewalk in their Sunday best outside a First Communion Ceremony…

The Jiffy Pop Has Landed...

The Jiffy Pop Has Landed...

But six year old Falcon Heene took this phenomenon to a whole ‘nother level yesterday…a level estimated between 8000′ and 8500′, according to Larimer County Sheriff James Alderden.

As the quickly-christened “Balloon Boy,” he owned CNN for five hours…

He earned a minute-by-minute blog on the NY Times…

#Balloon Boy was Twitter’s #2 trending topic  yesterday, and was number one when aggregating all Balloon Boy variants.

Balloon Boy re-routed all of Colorado’s Northbound air traffic for fifteen full minutes…

In the cold light of a new day, the Balloon Boy may turn out to be a hoax–and he clearly never left the ground–but it’s head-spinning how he managed to garner national and even global attention so quickly.  Apparently the formula of GRAVE RISK TO A CHILD + FOCUSED ATTENTION & INTENTIONS + HAPPY FEEL GOOD RESOLUTION = CULTURE STOPPING MOMENT.  Of course, much like how the passing of any obsession brings up vague embarrassment over one’s outsized collective enthusiasm once the moment passes, a lot of people are backpedaling today.  Some are downright angry and considering pursuing potential charges.

Still, the notion of apply this lesson to create breakthrough for a product naturally crosses any marketer’s mind.  Imagine the impact such an event would have in the marketplace–imagining how truly awesome it could be to span our brutally-fragmented media environment with one compelling story…  It would solve so many media allocation issues.

But then, even if we could determine the precise factors behind this fast-rising phenomenon, we might not want to apply them to brands– the backlash risk would simply be too great and too virulent.

We’re glad Falcon’s safe.  But clearly, he’s no Captain Sully Sullenberger.

By Dennis Ryan, CCO, Element 79

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