What’s the recipe for a funny idea that takes social media by storm? For Scottish director and writer Ryan Henry
, and now cereal brand Cap’n Crunch, it took a heaping helping of actor Ryan Gosling, a spoonful of cereal, and a dash of absurdity.
Henry’s eight Vine videos, collectively titled “Ryan Gosling won’t eat his cereal,” depict the director easing a cereal-filled spoon toward his TV while Gosling is on the screen, either covering his mouth or turning away in deeply emotional scenes from his movies. Over the past week or so, the videos have exploded in popularity.
The joke is the sort of recontextualization of serious moments into something outright silly—remember Texts From Hillary
?—that social media users, particularly on Tumblr, seem to love. Indeed, a post that collected all eight of the videos and repurposed them as animated GIFs
has received more than 250,000 “likes” and reblogs on Tumblr.
It stands to reason a cereal brand would have to seize the moment, and Cap’n Crunch was the first to get there, with a Vine video of its own
. In it, the spoon of Crunch Berries approaches Gosling’s face, he takes a bite, and the cereal disappears:
The video, which was posted May 10, a day after Buzzfeed picked up on Henry’s videos
, has 44 “likes” on Vine, but is grabbing the attention of bloggers
What about Gosling himself? What does he have to say about being a meme (this isn’t the first time
), or which cereal he prefers? It appears those answers will remain a mystery. He doesn’t appear to have an official Facebook page, and he hasn’t tweeted
since April 11.
Matt Wilson is a staff writer for Ragan.com.