This Hour Has 22 Minutes: How a Canadian Sketch Went Viral
Open this photo in gallery:
Tariff skit from This Hour Has 22 Minutes, with Mark Critch.
CBC/Supplied
“War is no time for soft cheezies!”
This Hour Has 22 Minutes recently went viral with a sketch penned by veteran cast member Mark Critch. In the sketch, Critch played a patriotic Canadian man confronting a grocery shopper and replacing their Cheetos with Hawkins Cheezies. This lighthearted comedic scene became a national sensation as it highlighted Canadians’ resistance to threatened tariffs from the US.
The sketch has amassed an impressive online presence:
These numbers are even more significant considering that a show on linear TV typically hits one million viewers to be considered a hit. The sketch resonated not only with Canadians but also internationally, with friends from Korea and the UAE甚至是 finding out about the humorous content.
The Birth of the Sketch
Critch wrote the initial draft in just three minutes, believing that quicker ideas often tend to perform better. This harkens back to over 22 years of experience on 22 Minutes and the ability to anticipate national trends.
Critch pitched his idea at a weekly team meeting on January 21 and later filmed it in a Halifax store, pausing whenever employees needed to use the cash register. The sketch aired January 28, aligning with a burst of nationalistic fervor during the trade war threat.
Prior Viral Success
This wasn’t the first time Critch had created a viral hit for 22 Minutes. In 2010, he wrote a sketch featuring Gordon Pinsent reading Justin Bieber’s memoirs; it initially went viral but faced restrictions from CBC, making viewers go through numerous advertisements to watch.
CBC has since adapted its policy, allowing the show greater freedom to capitalise on its viral content, particularly on platforms like TikTok, which has increased the show’s younger audience and relevance.
The Future of the Show
Following this success, 22 Minutes plans a clip show focused on its most viral sketches of the season, set to air February 11.
Critch even gained a surprising encounter, with a bank employee recognizing him thanks to his popular TikTok presence. Demonstrating its growing influence, the show now shares short clips online, promptly after taping, and before CBC’s scheduled release.
The Show’s Creative Process
The show’s rapid response marketing recently saw Critch craft a monologue for his comedic impersonation of Donald Trump, commenting on the alleged trade war. This short clip garnered 650,000 views on TikTok and beyond, underscoring the show’s expanding digital footprint.
Critch’s ability to craft humorous and timely content, coupled with the show’s willingness to embrace digital platforms, has propelled This Hour Has 22 Minutes into a spotlight that previously seemed unattainable for linear TV.
Conclusion
This Hour Has 22 Minutes and Mark Critch have exemplified the potential of combining timely, relatable content with digital strategies. Their journey from linear TV to becoming TikTok sensations showcases the evolving landscape of media consumption in the digital age.
If you enjoyed this article and want to stay updated with more insights on entertainment and media trends, don’t forget to like, share, and comment below! Your support is greatly appreciated.
