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.”
Brands got involved in the trend.
— MAOAM UK (@OfficialMAOAM) January 6, 2016
Just in case anyone in Newcastle wants to join in #DrummondPuddleWatch https://t.co/Go6o1Iw7w3 pic.twitter.com/XZ5gft36Z2 — Gumtree.com (@Gumtree) January 6, 2016
THERE'S A MAN IN A PINK LILO! #DrummondPuddleWatch pic.twitter.com/fmbJpk1loZ — Coral (@Coral) January 6, 2016
Somebody brazenly has a bike in the puddle now. The lilo man is parading for the camera. This is beginning of the end. #DrummondPuddleWatch — innocent drinks (@innocent) January 6, 2016
Star Wars UK
Even Twitter chief executive Jack Dorsey got in on the puddle action.
Watch a puddle: #DrummondPuddleWatch — Jack (@jack) January 6, 2016