“What What (In The Butt)” was a viral video featuring a song by singer Samwell who became an internet icon after it was released. Click here to see it (it’s crazy how many clicks it’s got). There is also a funny South Park adaption of it you also may know. There are actually a lot of versions out there I think. But none of them is as cute as this version, recorded by soldiers of the Israeli Army, hell knows what made them do it. But they seem to have fun. Or is it again just a viral commercial for Jägermeister-schnaps?

This it how it works: You pick two rugby-players and they are gonna take off their shirts and swap them. At first you wonder a) what’s going on there and b) what target group this campaign is addressed to. And then you just do it again. And again. And then you notice the “slo-mo”-button and you totally forget that not all of these guys are looking great.
And if you now still keep on asking why they don’t put on the shirts again after they exchanged them, I think rugby is definitely not your kind of sport. Here is the link. And no, I’m not the victim of a well made campaign.