I have a theory about why this ridiculous video went viral – the mother’s reaction. It was a guttural expression of sheer exasperation, 'My f*k Marelize'

How and why does a clumsy 19-year-old who rides her bike into a rugby post become an instant celebrity? Ever since Vernon Koekemoer (actually, Cassie Booyse) became an internet sensation in 2008, the question of overnight celebrity has fascinated me. Koekemoer was the muscular man dressed in short and torn clothes, standing alone at a rave party in Boksburg, whose image went on to produce some of the most memorable memes of that time. Now more than a decade later there’s the accident-prone Marelize Horn, who circles her bike on a rugby field and hits a rugby pole. What happens next breaks the internet. In a voice of sheer exasperation, her mother utters the unforgettable words, “My f*k Marelize”, and the recorded video fires up the internet. A South African in Italy obviously set up a number of businesspeople to participate in his hilarious spin-off scheme, telling us – the viewers – of his online video and that he is searching for Italians who might speak Afrikaans. In each shop An...

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