Cap’n Crunch gets Ryan Gosling to eat his cereal

The brand took a blockbuster meme that just happened to involve cereal and the hot actor and made it into a viral marketing campaign.

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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:

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