When you’ve really only got one punchline, like this bit from Monday night’s Jimmy Kimmel Live does, the thing to do is to draw out the lead-up as long as you can possibly get away with, building anticipation to the point that it’s almost uncomfortable. That’s what Kimmel does here, spending a full 53 seconds of a one-minute-15-second–bit making the audience wait for the joke. It’s obvious that whatever the “exclusive first photo” Kimmel is going to show actually turns out to be, it won’t be a picture of Beyoncé and Jay Z’s twins. So is Kimmel’s big payoff worth it?
Wait for it …
Wait for it …
Wait for it …
Aw, jeez. Just fuckin’ rickroll us next time, all right?
