That being said, I think some pieces of content work harder in specific channels. For example, have you ever tried to explain ‘Trumpets’ to anyone who hasn’t seen it? Can you imagine it on radio?

Trumpets is good for all the reasons you point out. It was funny when I saw it on TV for the first time, and the advent of all things digital makes it easy to share, and so boosts its impact. Funny first, and viral as a result.

I have an adendum to my previous post.
Only that Sugar Bear clearly falls under the umbrella of products being trumpeted.
And I maintain that he is being an obnoxious jerk and referencing royal entrances.
Don’t bother trying to get tickets to James Murphy & Pat Mahoney tonight….it’s freaking SOLLLLLD-OUT!

Here’s more:

Worm-guy humbley states (almost in passing) how, ‘gee, I deserve to feel a little bit proud of my nutritious body’. The bruised ego of Sugar-Bear uses “trumpets” as a euphemism suggesting that Mr.Worm’s outward, verbal revelation of his own self-worth is akin to the trumpets associated with royal pomp and pagentry when a King or Queen enters a public event.

While the meaning of the trumpets comment is vague, which on only adds to the bewildering grin that forms as you first watch this add, I also think it references the classic sarcastic, smart-ass response of someone who has been bested and is left without a leg to stand on.

The health-conscious high-ground that this product is, ahem, trumpeting is one associated with better-than-thou progressives, and this add is especially brilliant because it turns the tables on those who would criticize it in a , knee-jerk defensive reaction to their own culinary indulgences of the past being called-out for their unhealthy short-comings.

Yes, this is long-winded, but I think the creators of this add deserve a little more…trumpeting…for the thought behind use of the…trumpets.

Trumpets.