Thousands of people are watching a marketing agency's live stream of a Newcastle puddle

A Newcastle-based marketing agency has captured the hearts and minds of the UK public simply by live-streaming footage of people trying to cross a rather big puddle.

Tens of thousands of people turned into the addictive feed (including much of The Drum), intent on learning the fate of many of the Geordies making the perilous crossing.

The Drummond Puddle Watch was conceived by Steve Wilkes, a senior copywriter at Drummond Central.

Stephen Drummond, agency creative director, told The Drum the video seized audiences by simply being better than 'Breaking Bad'.

The Puddle Watch was picked up by Buzzfeed UK and other branches of the UK press securing i­­­t a place in the British zeitgeist for eons to come.

For those having to cross puddles in the UK today the agency shares these words of wisdom: “Fortune favours the brave.”

Tune in to the stream here.

Brands got involved in the trend.

Maoam

GumTree

Coral

Innocent Drinks

Star Wars UK

Even Twitter chief executive Jack Dorsey got in on the puddle action.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

All by John