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SOON is a common caption in image macros that typically feature a creepy looking figure peering out of a dark enclosed space or a figure looking out from a a window or closed door. The caption implies that the figure is plotting some sort of devious scheme, intended for either the viewer or a person or object in the foreground.
One of the earliest known images utilizing a SOON caption featured an angry looking orange cat glaring at a small Chihuahua puppy. It was posted to I Can Has Cheezburger on April 12th, 2007, but has since been removed.
The cat image was reposted on the science fiction message board Chronicles on April 22nd, 2007 in a Photo of the Day thread. Throughout 2007, the image appeared on The Brand Builder Blog, FARK and the Democratic Underground. One of the first derivative images depicted a number of cats sitting on a rooftop, staring at city lights. It was posted to I Can Has Cheezburger at an unknown date and reposted to CheeseDS on February 11th, 2008.
In June 2010, the captioning technique saw renewed interest after someone submitted an image of a bear-shaped honey container that looked as if it were peering out from the cupboard with evil eyes to Reddit. Based on an original photograph titled “Honey Bear Sweet Honey Bear” by artist Brock Davis, the image macro received 1397 upvotes and 627 points before it was archived. Later that month, the honey bear image was featured on The Chive.
Throughout late 2010 and early 2011, there were a handful of SOON images shared on Reddit. In April 2011, Buzzfeed compiled a series of 13 of the “most menacing” SOON image macros. In January 2012, a Facebook fan page for the series launched. Throughout 2012 and early 2013, additional compilations of these image macros have been featured on humor sites including Izismile, Amazing Creatures, Bite and Dump A Day.
The Brand Builder Blog – BrandingWire: Finally letting the cat out of the bag.