Elon Musk’s "Boring" Promo Products Are On Fire


By now, we should know when Elon Musk makes a joke, there’s a good chance that joke is going to turn into a reality.

Musk joked on Twitter about trading congested Los Angeles highways for an underground tunnel.

We’ve all been there, right? We just don’t have the gumption (or the funds) to go through with it.

Seeing Musk’s rush-hour rant progress into a fully operational company is just one of the many things that put Elon Musk into a category of one.

“To solve the problem of soul-destroying traffic, roads must go 3D, which means either flying cars or tunnels. Unlike flying cars, tunnels are weatherproof, out of sight and won’t fall on your head. A large network of tunnels many levels deep would fix congestion in any city, no matter how large it grew (just keep adding levels). The key to making this work is increasing tunneling speed and dropping costs by a factor of 10 or more – this is the goal of The Boring Company.”

I don’t think I’d want a rogue hubcap to fall on my head either. The Boring Company is indeed making slow progress, slower than a snail’s pace actually, but the company has found some incredible branding success through promotional products.

First offering branded hats with the company’s clever moniker in October, 50,000 hats sold out in less than a month. The $20 black baseball caps were, well, to avoid a boring pun, fairly unremarkable as far as creative promotional products go, so therefore on brand?

Taking it a step further and playing the part of a techie Willy Wonka, Musk invited 10 buyers of the promotional caps to tour the factory and drive the boring machine.

“Invention is 93% perspiration, 6% inspiration, 3% perspiration, and 2% butterscotch ripple.” – Willy Wonka

Musk has said that The Boring Company only takes up 2% of his time. So if that’s the case, The Boring Company = butterscotch ripple for Musk.

The revenue generated from the promotional caps will help fund the company’s projects. One can’t help but ask, were buyers wanting proximity to Musk’s greatness/madness (however you’d like to look at it) or to contribute to alleviating traffic woes in the future?

Musk Gets Heat For Branded Flamethrowers

It would appear Musk wasn’t joking…again. Elon Musk is not exactly the most cautious man in the world. He has a fiery history of failed multi-million dollar rockets and attaches cars to said rockets. Should anyone be surprised he’d put a logo on a flamethrower?

The Boring Company sold all 20,000 of the $500 flamethrowers, resulting in about 10 million dollars in just five days to put towards the company’s tunnel-digging ventures. One could argue this promo product brilliantly hit the mark by attracting so much attention from a public ordinarily not interested in tunnel boring. Tunnels, after all, aren’t as attractive as say a Tesla Roadster.  

But it’s all flames and games until you get to customs.

“Some customs agencies are saying they won’t allow shipment of anything called a ‘Flamethrower,'” Musk tweeted. “To solve this, we are renaming it ‘Not a Flamethrower.'”

The Boring Company’s flamethrower is legal to use in all U.S. states except for Maryland. The device is designed to shoot flames less than 10 feet, making it compliant with California law, but California politician Miguel Santiago isn’t sold. Santiago is seeking to introduce legislation that would ban sales of the device in his state.

Grandpa Joe: Mr. Wonka?
Willy Wonka: I’m extraordinarily busy, sir.
Grandpa Joe: I just want to ask about the lifetime supply of chocolate for Charlie. When does he get it?
Willy Wonka: He doesn’t.
Grandpa Joe: Why not?
Willy Wonka: Because he broke the rules.
Grandpa Joe: What rules? We didn’t see any rules, did we, Charlie?

If Musk wants to continue selling promos, he has to play by the rules. 

And if his tunnel boring mission fails, we hear this is a reliable way to skip traffic, flamethrowers in tow.

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Hayley enjoys debates between Team ALL CAPS and Team no caps. She resides in the middle of that argument, but is however, a supporter of the singular "they" and the lowercase "internet." Some rules are meant to be broken.

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