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The hands-down phrase of the week in Los Angeles news is “shade balls.” On Monday, Mayor Eric Garcetti held a press conference in Sylmar, where he helped release 20,000 shade balls into the L.A. Reservoir.

The story quickly went everywhere.

The New York Times:

The Washington Post:

Fox News:

CNN:


And MSNBC:


And a bunch of other places.

The story went viral because it combined three key elements: 1) A new angle on the drought, which is a major national story, 2) great video, and 3) a very sticky phrase.
2015