As I watched this video I encountered a proper #FirstWorldProblems ... a pre-roll ad came on before the ad I wanted to watch. DDB New York have been tweeting this ad back at people who complain that their maid woke them, or that Starbucks is already out of pumpkin spiced latte. Because first world problems aren't really problems which, like, duh, is what made that meme funny in the first place. collected the worst offenders and know your meme has a good overview on the history of the joke and the children and subreddit's it spawned, including the 1990s problems.

The bizarre juxtaposition of having poor Haitians read out classic first world problem lines makes for a hefty guilt trip, but it also seems to have misunderstood that "first world problems" is a joke that was born from people mocking those who complain when they have it good. Still, by seeding it on twitter just as everyone is as tired of this meme as we are of shit says, DDB NY might have just hit the sweet spot for maximum viral-spread. Keep an eye on #FirstWorldProblems and the Google trends. Donate to Water is life who make the straw available to people that need it.

Ad agency: DDB NY Client: Water is life