Fortune can be so painfully fickle.  If you happen to be in exactly the right place at exactly the right time and do exactly the right thing, you can achieve something truly extraordinary.

On the other hand, it’s a lot more common to miss.  This new ad for Chicago Superstation WGN openly showcases one of their recent and rather staggering FAILS: cutting away from a live implosion of a bridge in Joliet due to the producer’s impatience and thus totally missing the money shot.

Good for them for being able to laugh at themselves.  If you’ve ever watched their ramshackle, free-wheeling morning news program, this promo spot feels totally on brand.

Oh, and one more thing; by being so authentic and transparent, this footage went viral and garnered over 8.6 million views in less than two weeks on YouTube.  Good for them.  Really good for them.

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By Dennis Ryan, CCO, Element 79

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