A convincingly amateur video clip of a new extreme sport called "liquid mountaineering" quickly went viral last week — purporting to show how certain, gifted South Africans can run on water. Their "secret: They run "on a slight curve," so that their feet skim across the surface like a stone. The clip, a sly ad for Hi-Tec's new waterproof shoes, fooled at least one local news team and, no doubt, countless viewers. The problem with such "theoretically harmless" viral marketing campaigns, says Maureen O'Connor at Gawker, is that the discovery you've been fooled turns your initial intrigue into something "no more joyous than finding the perfect pair of 'broken in' jeans at Abercrombie." Tom Cullen at Asylum is less concerned: As manipulations go, this one delivers. Let "yourself suspend disbelief for a moment":
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Recipe: leek, spinach and chickpea soup
The Week Recommends This hearty soup recipe offers wholesome comfort in every spoonful
By The Week UK Published
5 killer cartoons about Vladimir Putin getting away with murder
Cartoons Artists take on thoughtful gifts, presidential immunity, and more
By The Week US Published
The Week Unwrapped: Ageing leaders, asbestos and getting sozzled
Podcast Should political leaders undergo cognitive testing? How did Sydney find itself in the midst of an asbestos crisis? And why are there so many English words for getting drunk?
By The Week Staff Published