You probably hear Phil Swift’s voice in your head the second you read those words. He’s standing there, wearing a black polo shirt, holding a massive chainsaw, and absolutely obliterating a speedboat. It’s chaotic. It’s loud. And then comes the line that launched a thousand memes: now that’s a lot of damage.
It’s been years since that Flex Tape commercial first aired, yet the phrase hasn’t died. Usually, internet memes have the shelf life of a carton of milk left in the sun, but this one stuck. Why? Honestly, it’s because it’s the perfect reaction for literally any disaster, whether you’re looking at a literal car crash or just watching someone get absolutely roasted in a Twitter thread.
Phil Swift didn't just sell waterproof tape. He sold a vibe.
The Day Flex Tape Broke the Internet
Back in 2017, the marketing team at Flex Seal probably knew they had a good product, but I doubt they realized they were creating a cultural landmark. The commercial was high-energy, bordering on the absurd. Phil Swift wasn't just demonstrating a product; he was performing a kind of suburban heavy metal concert.
When he sawed that boat in half, it wasn't a "small leak." It was a gaping maw. The phrase now that’s a lot of damage was his deadpan reaction to his own destruction. It’s that contrast—the massive, irreparable-looking hole followed by the casual, almost joyful observation of the wreckage—that made it gold.
Then JonTron happened.
Jon Jafari, the YouTuber known as JonTron, released a video titled "Waterproofing My Life with FLEX TAPE" in September 2017. That was the catalyst. He reacted to Phil’s intensity with the perfect mix of horror and admiration. That video currently sits at over 60 million views. It transformed a late-night infomercial into a piece of digital folklore. Suddenly, Phil Swift wasn't just a pitchman; he was an indestructible demigod who could fix anything with "the super-strong waterproof tape that can instantly patch, bond, seal, and repair!"
Why the Meme Refuses to Die
Most memes follow a predictable arc. They start on Reddit or Twitter, hit Instagram, get "ruined" by brands, and eventually end up in a Facebook group for seniors. But "now that’s a lot of damage" jumped those tracks.
It works because it’s incredibly versatile. You can use it when:
🔗 Read more: Jack Blocker American Idol Journey: What Most People Get Wrong
- Your favorite sports team loses by 50 points.
- You drop your phone and the screen looks like a spiderweb.
- Someone posts a screenshot of a brutal breakup text.
- You check your bank account after a weekend trip.
It’s a linguistic multi-tool. It communicates a specific type of shocked amusement that no other phrase quite captures. Plus, Phil Swift leaned into it. Unlike some creators who get weirded out by becoming a meme, Phil and the Flex Seal team embraced the chaos. They started making more over-the-top commercials—slapping tape on buckets under high pressure, building boats out of glass and tape—which just gave the internet more fuel.
There’s also a weirdly comforting quality to it. In a world where things feel like they’re constantly breaking, Phil Swift is there to tell us that even if it's a lot of damage, there might be a way to patch it up. It’s optimistic destruction.
The Economics of Infomercial Memes
Let’s talk shop for a second. From a business perspective, the Flex Tape phenomenon is a masterclass in organic reach. Flex Seal didn’t pay JonTron to make that video. They didn’t spend millions on a "viral marketing agency" to manufacture a meme. They just made a commercial that was so earnest and intense that it became impossible to ignore.
Phil Swift is the CEO, but he’s also the face of the brand. That’s a risky move for most companies, but here it paid off. By becoming a meme, Flex Seal achieved a level of brand recognition that companies like 3M or Gorilla Glue would have to spend billions to match. If you walk into a hardware store today and see that black and white logo, you don’t think "Oh, an adhesive product." You think, "Hey, it’s the guy who sawed the boat in half!"
That is the power of the now that’s a lot of damage legacy. It’s a bridge between old-school TV advertising and the new-school creator economy.
Breaking Down the "Damage" Spectrum
Not all damage is created equal in the world of Phil Swift. The meme evolved. It started with the boat, but then came the "I sawed this boat in half!" remix culture. People started editing Phil into movies, video games, and news clips.
There's the "Phil Swift vs. The Universe" trope where he’s an unstoppable force. Then there's the "That's not that much damage" counter-meme, used when someone is overreacting to a minor inconvenience.
Honestly, the internet's obsession with Phil's energy says a lot about how we consume content now. We like it loud. We like it sincere. We like it a little bit crazy. If Phil Swift had walked out and calmly explained the chemical properties of rubberized adhesive, we wouldn't be talking about him today. We needed the chainsaw. We needed the bucket. We needed the sheer audacity of a man trying to stop a flood with a piece of tape.
💡 You might also like: Why American Beauty by the Grateful Dead is Still the Gold Standard of Americana
Cultural Impact and Real-World Usage
Is it just an internet thing? Not really. You’ll hear announcers on ESPN use the phrase. You’ll see it in gaming lobbies when someone gets "pwned." It’s entered the actual lexicon of Gen Z and Millennials.
It’s a shorthand. Instead of saying, "Wow, that situation appears to be quite dire and the consequences are likely to be significant," you just say now that’s a lot of damage. It saves time. It adds a layer of irony that keeps things from feeling too heavy.
The phrase has even influenced how other brands try to market themselves. Look at how many companies now try to be "weird" on Twitter or TikTok. They’re all chasing that Flex Tape high. But most of them fail because they’re trying too hard. Phil Swift wasn’t trying to be a meme; he was just trying to show you that his tape really works. That authenticity—no matter how loud and sweaty it was—is what made the "damage" stick.
The Science of Why We Love Phil Swift
There’s a psychological component here. Phil Swift represents a sort of "Chaos Dad" energy. He’s the guy who fixes the sink but accidentally floods the basement in the process. We find it relatable.
In a digital age where everything is polished and filtered, Phil Swift is raw. He’s yelling. He’s hitting things with hammers. He’s genuinely excited about waterproof sealant. That level of passion is infectious. When he says now that’s a lot of damage, he’s inviting you into the spectacle. You aren't just a consumer; you're a witness to the carnage.
What Most People Get Wrong About the Meme
People think the meme is just about the phrase. It’s not. It’s about the timing.
The reason it works in the commercial is that Phil waits a beat. He looks at the boat. He looks at the camera. He acknowledges the absurdity of what he just did. If he had said it while sawing, it wouldn’t have worked. The "damage" needs a moment to breathe.
It’s also not a mean-spirited meme. Usually, when we talk about damage, it’s negative. But in the context of Phil Swift, it’s always a setup for a solution. It’s "Look at this mess... but don't worry, I've got the tape." It’s weirdly wholesome.
📖 Related: Why October London Make Me Wanna Is the Soul Revival We Actually Needed
How to Use "Now That's a Lot of Damage" in 2026
If you're going to use the phrase, you have to do it right. Don't force it. It’s best used as a reaction to something visually shocking or a conversational "oof" moment.
- The Social Media Burn: When someone gets Ratioed on X (formerly Twitter).
- The Gaming Fail: When a boss in a souls-like game one-shots your entire health bar.
- The DIY Disaster: When you try to fix a shelf and it takes out the drywall.
Basically, if there is a hole where there shouldn't be a hole—literal or metaphorical—the phrase applies.
The Legacy of the Chainsaw and the Boat
Will we still be saying this in ten years? Probably. It’s joined the ranks of "I’ll be back" or "That’s what she said." It’s a permanent fixture of English slang.
Phil Swift has become a legitimate celebrity, appearing at conventions and continuing to release increasingly wild commercials. He’s the king of "infotainment." And while Flex Tape is a genuinely useful product (seriously, the stuff is decent for emergency repairs), its real value is the joy it brought to the weird corners of the internet.
So, next time you see something go horribly, hilariously wrong, don't overthink it. Just channel your inner Phil Swift, look at the wreckage, and let the world know: now that’s a lot of damage.
Practical Next Steps for the Damage-Prone
If you find yourself identifying with this meme because your life is currently a series of broken boats and leaking buckets, here is what you actually need to do:
- Evaluate the "Damage": Is it a Flex Tape fix or a professional-repair-required fix? Don't use tape on a gas line or high-pressure plumbing. Phil makes it look easy, but he's a professional chaos-bringer.
- Carry the Energy: Even if you aren't fixing things, use that Phil Swift confidence. Own the mess.
- Check the Source: If you haven't seen the original JonTron video, go watch it. It’s a piece of internet history that provides the necessary context for why we are all still yelling about tape.
- Keep the Meme Alive: Use the phrase sparingly. Its power comes from the surprise. Don't be the person who says it every time a pen drops. Wait for the big ones. Wait for the actual "lot of damage."
Whatever you do, don't try to saw your own boat in half. It rarely ends as well as it does in the commercials. But if you do, make sure someone is filming, because the internet is always hungry for more damage.