Romney's 'Binder' Debate Moment Goes Viral

  • Playlist
  • Download
  • Embed
    <iframe src="" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">
  • Transcript

Spirit Airlines latest promotional pitch is "binder full of sales." It's in reference to a line Mitt Romney used during the presidential debate Tuesday. He said, "I went to a number of women's groups and said 'can you help us find folks' and they brought us whole binders full of women.


And today's last word in business reminds us how quickly Internet memes, those viral moments come and go. Our last word is: binders full of sales.

A promotional pitch from Spirit Airlines, in a reference to this line from Mitt Romney during Tuesday night's debate defending his record on hiring women.


MITT ROMNEY: I went to a number of women's groups and said can you help us find folks and they brought us whole binders full of women.


Well, we'll go over Big Bird. Binders quickly became this week's Romney inspired Internet meme. Binders full of women got its own Tumblr and Facebook pages with Photoshopped images of ladies trapped in Trapper Keeper binders.

MONTAGNE: Spirit's advertising staff snapped into action. The budget airline sent out the promotion with the tagline, women will love them.

GREENE: And we should say that Spirit has a history of celebrating the scandal of the moment. The airline offered sales related to Governor Arnold Schwarzenegger's extramarital affair and also Congressman Anthony Wiener's tweeting inappropriate photos.

MONTAGNE: As for the binder brands themselves, Adweek wants you to know he did reach out to Trapper Keeper's parent company to ask if it had plans to capitalize on the publicity, but never heard back.

And that's the business news on MORNING EDITION from NPR News. I'm Renee Montagne.

GREENE: And I'm David Greene.

Copyright © 2012 NPR. All rights reserved. Visit our website terms of use and permissions pages at for further information.

NPR transcripts are created on a rush deadline by a contractor for NPR, and accuracy and availability may vary. This text may not be in its final form and may be updated or revised in the future. Please be aware that the authoritative record of NPR’s programming is the audio.



Please keep your community civil. All comments must follow the Community rules and terms of use, and will be moderated prior to posting. NPR reserves the right to use the comments we receive, in whole or in part, and to use the commenter's name and location, in any medium. See also the Terms of Use, Privacy Policy and Community FAQ.

NPR thanks our sponsors

Become an NPR sponsor

Support comes from