r/wheredidthesodago is a subreddit, i.e. a specific community forum within the social media and online discussion platform Reddit, which is dedicated to a particular topic and where users post, vote, and discuss, content. It was created in 2012, when someone posted an informercial with a funny caption on the subreddit r/funny. Another user commented that he would “subscribe to a subreddit created for taking informercials out of context”, which a redditor did, thus creating r/wheredidthesodago. The subreddit’s current description is the following : “Infomercials out of context. A subreddit for informercials taken OUT OF CONTEXT in animated images. This subreddit is for ads that show real aspects of life but in a completely unrealistic way.” While posts have to stick to showing extracts from informercials, captions range from witty comments on what the GIF really shows to complete re-contextualization of its content. This study explores users’ appreciation of humour in all 361 posts published on r/wheredidthesodago in 2018. 2018 is indeed one the subreddit’s peak years of popularity, being the year when the one million subscriber milestone was reached and the year in which 4 of the 5 most liked posts in the subreddit’s history were posted. The study looks for potential features that make the humour of a post successful. It more precisely tests three hypotheses. The first hypothesis is purely formal: there may be a possible correlation between the form of a post (caption length, GIF duration, GIF frame rate) and its score. The second hypothesis is based on the Incongruity Theory of Humour in that it postulates that there may be a link between the incongruity of the caption/GIF association and the score of the post. The last hypothesis is based on the Benign Violation Theory and postulates that posts broaching a taboo subject may be more successful than posts which do not.