CATCHING FIRE: Montoya por favor, reheating nachos, Pakistan and spiritual boomers
Do keep up!
Going viral
Montoya por favor… Few videos have blown up as much as the one now known as “Montoya por favor”. And if your feeds have not been blessed by it, then I’m here to tell you that it’s a new high - and low - for reality TV. The just over two minute video is from Spanish show La Isla de las Tentaciones (aka Temptation Island) and in it we see Montoya crash out after being shown live footage of his girlfriend having sex with another man.
His reaction is so raw that it’s become an instant meme for despair as well as running extremely fast. It’s topped the Forrest Gump gif for me.
The man at the centre of the viral moment is 30-year-old José Carlos Montoya. He joined the show, which aims to test couples fidelity, with his girlfriend Anita. The woman who repeatedly shouts the now iconic “Montoya por favor” as he runs towards the bedroom where his girlfriend is, ahem, entertaining another man, is the show’s host. Whether Montoya can parlay his instant fame into Hawk-Tuah-Girl-like celebrity is to be seen but if I was in charge of marketing for a dating app or Nike I’d have a contract in his hand ASAP.
RELATED: Hawk Tuah Girl has finally resurfaced after a six week long hiatus from public life following a meme coin scandal. In a leaked except from her podcast Talk Tuah she claims the crypto coin launch, which is now the subject of legal complaints, “didn’t go the way I planned”.
Reheating nachos… has become the phrase de jour for the chronically online, and while internet language comes and goes this one looks like it’s got some staying power. Its origins are from a viral clip in 2023 but it became ~a thing~ in the past week after Lady Gaga released her epic new single Abracadabra and commentators declared that she had “reheated her own nachos”.
To reheat nachos is to take something from the past, warm it over and present it again. Gaga fans were using the phrase as a compliment as Abracadabra has been widely viewed as her being back to her best. Prior to the single drop it had been used as a diss, or in this case, a welcome tribute to something great from the past. Who knew nachos were so versatile.
Welch Five take Florida… They first blew up during a December trip to New York and now the gang is back in the U.S. and thrilling Americans with their take on “Florri”, as they’ve named it. Millions are watching Charly Anne, Ieuan Jones, Cory, Lea and Kane Hinge eat super-sized orders from Golden Corral, Chick fil-A, IHOP, Panera, Chipotle, Chilli’s and pizza at the biggest McDonald’s in the world. They’ve also taken fans with them as they hit Walmart, Build-A-Bear, Disney World and Universal Studios. Everything they love is branded “heav” or “stun” and not even a Lime scooter accident or a bout of sickness has dimmed their enthusiasm for all things American. Where is their reality show????
So hot right now
Pakistan… after showing the world how welcoming and patient its people are. Their time to shine came as an American woman caused chaos after travelling to the country to meet a man she claimed she’d married online. After he ghosted her and fled it’s claimed Onijah Andrew Robinson camped in the car park of his apartment block and captured national, then global, attention with her ’jilted bride’ story. The woman has apparently now left the country but if you want to go down the rabbit hole of the ‘American woman in Pakistan’ then Karachi-based TikToker Bilal Hassan has a 12 part series for you…
Doechii… following a jaw-dropping performance at the Grammys and her win for Best Rap Album. The 26-year-old from Florida now looks set to dominate the music world and take on fashion with her iconic styling.
She’s also going to popularise face tape as an accessory. The product has long been a secret of glam squads to give a snatched look by puling back facial skin. The tape was commonly hidden under make up or in hair but Doechii wears hers loud and proud. And her explanation why is perfect (and NSFW)…
Revenge… is best served cold and also the secret sauce of those that shape culture. Kendrick Lamar rocked the Super Bowl halftime show and won five Grammys for Not Like Us because of a feud. Beyoncé was finally honoured with the Album of the Year Grammy for her country album Cowboy Carter which was inspired by a snub. And Taylor Swift went stratospheric when she embraced vengeance. The lesson? Have an opp and be a next-level hater.
RELATED: Bootcut jeans are trending after Lamar wore a Celine pair at the Super Bowl, causing “mens flare jeans” to be a breakout search on Google
Dannie D… who’s become TikTok’s hottest source of news by revealing what’s going on to the soundtrack of Cilla Black’s Surprise, Surprise while doing a very impressive leg lift…
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The creator has almost doubled his followers since the start of the year and has become so ubiquitous on For You pages that he inspired a parody from actual news journalist Don Lemon…
And for some he’s become their number one source of information. Move over Pop Crave…
RELATED: Pop Crave is now posting on Substack notes
Need to know
Jake and Logan Paul have made a reality show for HBO… cementing their status as two of the biggest digital creators to ever do it. The new show starts on March 27.
WIRED are humbling media giants… after a string of scoops on Elon Musk’s efforts to reshape/vandalise/destroy the federal government in the United States. They were the first to reveal the team of young engineers aged between 19 and 24 who’ve been recruited to gut departments which is widely thought to go beyond the powers of the president and is likely illegal.
Independent media gets access to the White House press briefings… after new seats were announced for "podcasters, social media influencers and content creators". The Ruthless podcast co-host John Ashbrook was the first to ask a question and more then 10,000 have applied for a pass.
This week I’m…
OBSESSED WITH
TikTok’s Mallory who dresses like an 80s icon
Leakers who leak announcements about leaking
The 496,000 likes this tweet got
READING
The essential 8Ball from
which introduced me to the term spiritual boomers, who “like actual Boomers believe all status is derived from merit”Gen A throwing shade at Gen Z in a report by
on generationism. One 11-year-old had the following to say…My sister (22) has one bad thing happen to her and has a meltdown. She’s not even a teenager anymore and her car broke down and she was hyperventilating and crying and Dad had to get her a paper bag to breathe into. It’s a car, not someone dying and all her friends are exactly the same – total drama queens – and the boys are even worse.
The brilliant
on how the DEI funding bans are going to change our languageWATCHING American Manhunt: O.J. Simpson. Did I know all there is about the compelling case? Yes. Did I watch all five hours of the new Netflix documentary anyway? Again, yes. Can I stop thinking about this pundit’s comments during the trial? Absolutely not.
EATING Radicchio, apple and walnut salad, fried potatoes and the Dexter cheeseburger at The Plimsoll, north London. Elite pub food, if you can get a table.
highly flammable is produced and written by me, Rachel Richardson
I’m a content creator, commentator and consultant at Beginning, Middle and End
Want more? Check out Threads, Twitter/X and Instagram. I’m also dabbling in some Bluesky thinking.
Email rr@bmend.com
I have watched the Montoya clip 12 times now so thanks for that. Also how disturbing that his girlfriend could HEAR him screaming and kept at it!
Once again, schooling me on all that's important. That Montoya clip was bonkers and now cannot wait to use 'reheating nachos' in casual convo.