Sure enough, there was a liquor run in the middle of this graduation BBQ. A grown man chugging a sugary beverage on one knee. She explained the situation in an e-mail: I was standing outside on the deck when I heard someone shout, "You've been iced!" So I went running inside - because, hey, I saw it happen to Coolio on YouTube - and there he was. My evidence? One of my best friends and most impeccable sources of trend gossip saw it happen. Then came Memorial Day weekend, and, apparently, bros went crazy Icing each other. He first heard about the trend from some College of Charleston frat guys.Ĥ) Smirnoff denies any involvement and tells underage kids not to drink. Bosses sometimes Ice their employees, while snapping photos with a cellphone.Ģ) Icing appears to have taken off on college campuses in the South, and is now "rapidly gaining popularity amongst office workers, tech and media types, and college students."ģ) The guy who created the blog is "Joe" - a 22-year-old recent college grad in South Carolina who wants anonymity because he's looking for a job. Stuff I learned from the Fortune article:ġ) Bros will Ice bros anywhere, including at work. Someone dared all bros everywhere to Ice actor Ashton Kutcher.Īnd then, just before Memorial Day weekend hit, Fortune churned out an amazing, 1,300-plus-word piece with the headline: "Don't ice me, bro! When memes meet the marketplace." Gawker wondered if it was an advertising conspiracy. Suddenly, celebrities are icing each other. It's post-weird with drunk people participating and exacerbating that weirdness into metastasizing. In early May, the Village Voice blogged about "Bros Icing Bros: Your Latest Internet Meme." Writer Foster Kamer summed it up well: The internet's weird? No. Sadly, I waited too long, and I have been scooped by several major media organizations that quickly jumped on the Icing story. Yeah, this is officially among the stupidest things I have ever heard of - almost as stupid as vodka eyeballing. When presented w/ an Ice, you can pull out an Ice of your own and reverse the Ice on your bro. If you are Iced by another bro, you can Ice block. If you refuse to drink the Ice, you are instantly excommunicated and shunned, and thus can never Ice another bro or be Iced. ![]() I went back to my desk, Googled around, found the blog "Bros Icing Bros" and these "simple rules": You cannot refuse an Ice. He vaguely tried to explain it: You yell something like, "Ice you, bro!" And then the bro has to chug a bottle of Ice. On the top of my list of things to do: Blog about Icings.Ī few weeks ago, a co-worker told me about a new phenomenon that involves dudes and Smirnoff Ice (you know, those sugary wine-cooler-like malt beverages marketed nearly exclusively to women).
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