Meet Briggs, a man who enjoys acting like a man. His homemade, high-powered cannon shot cans of MBL at unmanly objects, like flower vases and ceramic kittens, exploding in slow motion and caught on video. Billboards featuring fake unmanly products (like hair removal wax), were posted and later crushed by a giant can of MBL. Similar situations were featured on television, where men get caught acting too feminine and are humourously crushed by MBL.

In under one month and with a tiny budget, the videos were viewed over 3,000,000 times and reached the top ten of all time on YouTube! The Briggs channel garnered massive PR, was the fourth most visited channel for September, and became the model for all future advertiser-supported YouTube campaigns.