We Are All Little Lads

The strange magic Starburst's Little Lad brings into the world just keeps cascading like his wonderful locks. This week it's via the web, where in an instructional video the jaunty rascal teaches his famous dance. No matter the kids have already imitated him dozens of times (and made an extended remix or two), here's the official version of the step-by-step guide to extreme hilarity. We reached out to TBWA/Chiat/Day New York's Ian Reichenthal via email for an explanation, but were met with stoicism. He says: There's no back story on the little lad. Part of what I think is funny about the commercial is the questions that it raises (Who is that guy? Where did he come from? Why does he love berries and cream so much?) and the awkward confusion it causes.Clearly, Reichenthal, who may or may not have a large unicorn made of glitter and taffy in his office, wants to protect the innocence and anonymity of his Pied Piper of mirth. He adds that the footage on the website was shot by Randy Krallman along with the original spot, not in response to the myriad of tributes.

We Are All Little Lads

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