‘Make it go viral’. If I had a shiny R5 coin with Madiba’s face on it for every time this phrase has been casually deployed in a marketing brainstorming session, I would be basking in the sun on an isolated beach somewhere in the Mediterranean, my yacht bobbing softly in the distance to the motion of the tides as my personal chef whips up a gourmet spread just in time for lunch.

Anyone who has spent time stuck in the black hole of productivity commonly referred to as YouTube will understand that viral content is often completely unexpected and culturally relevant.