It doesn't happen every day - but when it does, it seems you become a global internet sensation.
We're talking, of course, about getting slapped by an octopus-wielding seal while kayaking.
Kiwi Kyle Mulinder, 37, was kayaking with a group of friends in Kaikoura, when a seal hit him in the face with an octopus.
"Out of nowhere, it literally rose from the depths, as it was mid-fight, thrashed it around - and the rest is history," he told Newshub.
"I don't think that's ever happened to anyone before. Maybe it's a world first."
Kyle caught the moment on a Go Pro Hero 7, and shared it online on Wednesday night.
On Thursday morning, he woke up to hundreds of emails and a phone ringing off the hook for interview requests from news stations all over the world.
He says more than anything, he's happy to be able to shine some global attention on Kaikoura.
"Kaikoura is a very special place, and post-earthquake, that town is beautiful," he said. "It was beautiful pre-earthquake, and post-earthquake it's even better."
A professional Go Pro user, Kyle says after years of trying, he's finally cracked the secret to how to go viral online.
"Just go get slapped in the face by an octopus - it's not that hard."
Newshub.
