This story might just be the quintessential viral challenge: Some guy on Twitter came up with a dumb challenge idea. It made him a social media star, but got too big and too fast and he deleted his tweet. The challenge was then followed by outrage. And it did all of this in barely 48 hours.
This story is unbelievably cheesy.
It started with @unclehxlmes tweeting a short vid with the caption “just cheesed my lil brother”. In the video, the person holding the camera throws a piece of processed cheese onto a baby’s face.
It blew up.
After the imagery of a baby getting cheese thrown at it captured the zeitgeist of social media, he eventually deleted the tweet. It’s a classic tale of hubris: he wanted social media fame and got it…but at what cost?
Here’s his full explanation.
He says he legitimately didn’t think it would blow up, and to be fair, the response to the initial tweet could not have been anticipated. Regardless, this is the point at which @unclehxlmes leaves our story and the internet takes over.
Challenge accepted.
Again, it’s impossible to understand how the whims of people on social media actually work. But in almost no time, a short, moderately funny video had inspired the #cheesechallenge on Twitter.
Bullseye.
This tweet might just say it best: it’s what the cool Twitter kids are doing, so it’s probably best to just not ask questions and get in on the trend while it’s still fresh.
Is it maybe a little…mean?
Like, it can’t be easy being a baby. It’s hard to communicate, you can’t walk and you’re barely in control of your own body. Usually adults are nurturing. Sometimes, though, they pelt you with a Kraft Single.
Reactions were mixed.
Some couldn’t wait to huck cheese at infants. Others critiqued the cheese thrower’s technique. Others questioned why anyone needs to throw cheese at babies in the first place, which is probably the camp I fall into.
That said, I can’t not laugh.
Some of the babies seem shocked or worried, which is a little upsetting. But looking at a freeze frame like this one, it’s pretty tough not to find a little humor in the whole thing.
Good luck.
This is a reasonable point, but we’re talking about people who follow social media trends. We ate Tide Pods, then we threw Kraft Singles at babies. No one’s getting smarter here.
Awww.
The best part of this specific video is the fact that the baby is so incredibly indignant. You know that revenge might be possible yet, but the seed has been planted.
What a novel idea!
Dogs go nuts for a microscopic speck of ketchup on your shirt, so they’ll probably like a whole slice of cheese even more, right? Also, they’re not babies, so there’s that.
The challenge pivoted.
Disappointing or not, the dog-focused version of the #cheesechallenge was better in my books. At least in this version, every video ends with a satisfying payoff: a doggo disgustingly devouring the cheese slice.
They just want the cheese.
The element of surprise is clearly gone here. I don’t think they really care if their faces get covered with processed cheese if it means they get to eat it afterwards.
We can pivot further…
We’ve got from throwing cheese at babies to throwing cheese at dogs to throwing cheese at older kids and adults. Does that mean we’re progressing and evolving, or does it mean we’re too easily entertained?
It isn’t quite over yet.
I don’t think anyone will remember the #cheesechallenge ten years from now. But for now, live in the moment. People are throwing cheese at faces, and that’s all that matters.
