In 2005, a guy named Matt couldn’t dance. So, of course, he uploaded a video of himself dancing frenetically in front of famous places. Stride gum saw the video and sponsored him to go around the world and dance his strange, leprechaun-ish jig. Stride’s first Matt video, from 2006, has gotten almost 10 million hits to date. Last week, the follow-up, with fans dancing alongside Matt, was posted (see above). It already has more than 2 million views. It’s the feel-good movie of the summer! What I’m missing is the connection between the worldwide jig-a-thon and Stride, which currently seems more interested in beating the crap out of its customers to get them to stop chewing its gum. Maybe in the next commercial they’ll send Matt along with those dudes in lederhosen to help them put the pain back in gum.
—Posted by Rebecca Cullers