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Insane Set (Japanese: ハッキョーセット, Hakkyo Set,) is a series of MAD movies reusing McDonald’s TV advert “Happy Set” which is equal to “Happy Meal” in the United States.
In January 2011, McDonald Japan released a set of Sponge Bob toys for the Happy Meal combo and launched a rambunctious TV commercial. The ad campaign was officially named “Sponge Bob: Absolutely Surprising (スポンジ・ボブ ハチャメチャびっくり編)”.
This video was uploaded to YouTube on January 20th and several blogs picked up this. So, many Japanese internet users noticed this 3 kids’ epic craziness. The movie was reproduced to Nico Nico Douga (NND) on January 24th and was nicknamed “Insane Set” by NND users. Then, naturally and immediately, it started to be reused in MAD videos.
“Insane Set” basically features kids’ epic bubbling over and their crazy shouts. In especially, the shout by boy with blue shirt “ｷｪｪｪｪｪｪｱｧｧｧｧｧｧｼｬｧﾍﾞｯﾀｧｧｧｧｧｧｧ!!! (Whooooaaaa he is talkiiiiiiiiiing!!!)” has become the catchphrase representing this fad.
Hatena Bookmark News, a news section in Japanese social bookmark “Hatena Bookmark” reported about this fad in January 24th. They also reported about “Whooooaaaa he is talkiiiiiiiiiing!!!” buzzing on Twitter in January 28th.
In Pixiv, a Japanese social network service for artists, this fad also started gaining popularity. Over 200 images were posted to there.
On Jan 24, YouTube celebrity RayWilliamJohnson introduced the original Ad in his video. Because of this, the video became much more watched on the westerners’ web. However, they just enjoy its epicness, bad pronunciation (especially “SUPONGE BOBBLE!!”) and its phonetic translations. It seems that there are no momentum to make remixes reusing this video.
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Hantea Bookmark News – 子どもたちが狂喜乱舞！ハッピーセット「スポンジ・ボブ」のCMがすごい – はてなブックマークニュース / 01-24-2011
Hatena Bookmark News – 「ﾂﾌﾞﾔｲﾀｱｱｱｱｱｱｧｧｧｧｱｱｱｱ」ハッピーセットbotがNHK広報局とTwitterで対決？ – はてなブックマークニュース / 01-28-2011