Where the Hell is Matt? is back [VIDEO]

The Where the Hell is Matt? phenomenon started way back in the good ol’ days of 2006, when game designer and traveller Matt Harding filmed  himself dancing in locations around the world.

The sequence of moves was cut and edited, put in front of a soundtrack and thrown on to YouTube. It became an instant hit. A proper viral, you might say.

A chewing gum brand took notice and sponsored Harding to jet off again in 2006, this time producing a broader effort in terms of the number of counties featuring the now infamous dance move.

Another video arrived in 2008 and the Where the Hell is Matt movement exploded – Harding was invited to speak at conferences and had numerous media appearances.

Despite the massive popularity of the videos and Harding, the travel industry watched on and tried to emulate with various, often very unsuccessful clones of their own. Harding had the buzz and the brand.

It is still somewhat perplexing that a global travel brand (Lonely Planet is the name that is mentioned most often as a likely partner) didn’t jump in with Harding and form a partnership (he did it with a chewing gum manufacturer, remember!).

Anyway, fast forward to 2012 and Harding has returned with a new video. It follows the same format and has not lost a scintilla of its original charm.

If anything, Harding’s videos still capture the essence of travel, discovery, culture and people.

Here is the 2012 edition:

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  1. Dave

    I remember this, twice. I also seem to remember a host of those fail attempts at duplicating it.

    From what I recall this all started with a stick of chewing gum 🙂 Now that’s some travel sponsor!

    • Kevin May

      Kevin May

      @dave – yes, as mentioned in the story, a chewing gum brand (Stride) paid for matt to produce the 2006 effort.

      The brand is not featured in the closing credits in the latest version, so I’m not sure if the alliance has remained.

  2. Quick Preview of My Weekend | indulge: capturing love, life & everything in between

    […] just gonna relax, pack and get ready for an amazing weekend! Oh, and I had to share with you… Matt is back and he is dancing as usual! Haha Where the Hell is Matt? is back. Check out the 2012 edition 🙂 Share with friends!Like […]


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