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We illustrate how culture jam practitioners and pedagogues are responding to increasing commercial incorporation by using participatory communication strategies to bring the act of jamming back into the realm of relocating culture. We analyze the past decade's evolution of one of YouTube's first viral videos, "Where the hell is Matt?," and connect this case to ways university pedagogy might integrate culture jams as artifacts and assignments to empower students to use communication frameworks not only to critique the status quo but also to collaboratively generate transformation. Throughout, we elucidate culture jam processes as creative and cooperative performances of staying on one's toes in the perpetual renegotiation of hegemony.