Shoes. 16 million views of perhaps one of the stupidest music videos I have ever seen. 16 million. Did I mention 16 million?
So, if you are a PR person, what if at the end of an interview your CEO of a quirky brand tilted his head into the camera and said "shoes" in an odd way? Half the folks would think him nuts. The other half would realize he got the joke and think your quirky brand is cool. Weird, but cool. Because they "get it".