Need help keeping it cool "down there"? A Madison TikToker sure does. And with free ice cream and a special invention to blow your car's AC up your pants, both sponsored by an underwear company, he's bringing the rest of Madison along for the ride.
A TikToker from Madison, who goes by the username @good_lord_gatsby, came up with a creative solution for beating the heat this summer in Mississippi: ice underwear. In a now viral video, that full disclosure has some not-so-family friendly choice language, “Gatsby” called on Denver-based underwear company, Shinesty, for some help down in Mississippi.
“It is 99 degrees right now and I’ve got .... stuck to both thighs,” he said in the video, which received over 70,000 views on TikTok with the caption “@Shinesty, help me out! Ice drawers for the win… c’,mon.”
Then, the unexpected happened. Shinesty responded.
As it turns out, they’ve already invented ice underwear. But the company went a step further, posting their own TikTok in reply.
“Just because this guy has a bunch of followers,” they said, “does not mean that he’s more important than the other 27,744 people living in Madison, Mississippi.”
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Shinesty then purchased six “jewel coolers,” a device that hooks onto the car air conditioner and blows air through a tube up your pant leg and sent them to The Madison Public Library for local citizens to check out like books.
“When we got the email, we thought it was a prank, but then we got the items in.” Branch Manager for the Madison Public Library Adrianna Hemphill said. “I don’t think anybody was expecting that.”
Hemphill said there may be concerns with hygiene and that there will be a discussion with the library director about whether to put the coolers into circulation.
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But the fun didn’t stop there. Shinesty also purchased an “ice cream day” at Sal & Mookie’s in Madison on “Gatsby”’s behalf to provide free ice cream (sponsored by underwear) to the whole community on July 21, national ice cream day.
"We're really looking forward to Sunday," said Sal & Mookie's in Madison General Manager Laura Davis. "It's super exciting that someone decided that they were going to bring up Madison and that we're going to get an influx of people and they're going to get free ice cream with how hot it's been."
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Shinesty bought $500 worth of ice cream for Sunday, and told Sal & Mookie's that they are prepared to pay for as much ice cream as needed on top of that.
"I am truly curious just to see how many people actually show up from the video especially with Gatsby having over 900,000 followers, which is more than Jackson and Madison combined," Brandi Stodard, marketing manager and community relations director for Bravo, Broadstreet and Sal & Mookie's in Jackson and Madison, said.
Signing off on the video, the company ended with a line from Dune: “There is no call we do not answer, there is no faith we betray.” As for everyone in Madison, Mississippi, they’re getting lucky this weekend from this TikTok bonanza with special AC pipes for “down there,” served cold with a scoop of ice cream!
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