In a now-deleted tweet, Twitter user @unclehxlmes posted a video that showed someone throwing a slice of cheese on a baby’s face and that, of course, inspired others to do the same thing:

Here’s the explanation for the deletion:

Oh, and it did go viral. Some examples:

It works on adults, too:

It’s not as funny if it’s not a slice of cheese:

The trend has moved on to pets: