How one battle cry changed internet culture and became gaming’s most enduring meme
The original Leeroy Jenkins video that launched a thousand memes
In the vast landscape of internet culture, few moments have achieved the legendary status of Leeroy Jenkins. What began as a simple World of Warcraft video in 2005 quickly transcended gaming circles to become a cultural phenomenon recognized around the world.
The 96-second clip features a guild planning a carefully coordinated attack strategy, only to have it spectacularly derailed when player Ben Schulz’s character, Leeroy Jenkins, returns from being AFK (away from keyboard), shouts his now-iconic battle cry “LEEEEEEROY JENKINS!” and charges headlong into battle, resulting in the entire party’s demise.
Today, we’ll explore the history, impact, and enduring legacy of this internet legend that has influenced everything from television to military strategy discussions.
The Origin Story
The Leeroy Jenkins video first appeared on Warcraft Movies, a fansite hosting World of Warcraft videos, in May 2005. Created by members of the guild “PALS FOR LIFE” from the Laughing Skull server, the video was originally intended as an inside joke poking fun at overly cautious raid planners and reckless players.
Ben Schulz, the player behind Leeroy, had created the character name on a whim. The now-famous battle cry was something he would occasionally say to amuse his guildmates. Little did he know that this combination of events would catapult him to internet stardom virtually overnight.
While debate continues about whether the video was staged or spontaneous, its creators have admitted it was a planned parody. Nevertheless, the authenticity of the emotions—frustration, surprise, and resigned acceptance of chaos—resonates with anyone who has participated in online gaming.
Cultural Impact
Leeroy Jenkins quickly transcended gaming culture to become a reference point in mainstream media:
- References in TV shows including How I Met Your Mother, My Name Is Earl, and The Daily Show
- Mentions in major films and animated series
- A question on Jeopardy! in 2009
- The phrase becoming shorthand for reckless action in military, business, and political discussions
Perhaps most impressively, the United States military has used the video in training scenarios to demonstrate the dangers of poor planning and impulsive actions. When internet humor reaches Pentagon training materials, you know it has achieved a special level of cultural significance.
Blizzard’s Embrace
Recognizing the phenomenon they had on their hands, Blizzard Entertainment, the developer of World of Warcraft, immortalized Leeroy within the game itself:
- Creating a Leeroy Jenkins achievement requiring players to kill 50 whelps in 15 seconds
- Including him as a playable card in the Hearthstone card game
- Making him a non-player character in later World of Warcraft expansions
- Creating a “Jenkins” title that players can earn and display
This embrace of player-created content represents a significant moment in gaming history—when game developers recognized and celebrated the culture that players build around their games.
Linguistic Legacy
The linguistic impact of Leeroy Jenkins extends far beyond gaming circles:
- The name “Leeroy” is now associated with impulsive, plan-ruining behavior
- “Pulling a Leeroy” entered the lexicon as shorthand for disrupting group plans
- The battle cry’s distinctive elongated pronunciation has been mimicked countless times
- The phrase has appeared in academic papers discussing internet culture and memetics
Few internet phenomena have contributed so distinctly to our everyday language, placing Leeroy Jenkins in the rarified air of memes that have genuinely altered how we communicate.
The Man Behind the Meme
What happened to Ben Schulz, the man behind the legendary character? Unlike many internet celebrities who aggressively monetize their sudden fame, Schulz has maintained a relatively low profile:
- Made occasional appearances at gaming conventions
- Participated in a few interviews about the phenomenon
- Used his fame for charitable events and fundraisers
- Continued his education and pursued a career largely separate from his internet fame
Ben’s approach to unexpected internet fame provides an interesting case study in how to handle viral celebrity with grace and perspective.
Conclusion: Why Leeroy Jenkins Endures
Over 20 years later, Leeroy Jenkins remains relevant because it captures something universal about human group dynamics. We’ve all known a Leeroy—perhaps we’ve even been Leeroy—the person who, intentionally or not, derails carefully laid plans with impulsive action.
The video’s enduring appeal also lies in its perfect encapsulation of gaming culture: the tension between meticulous planning and chaotic execution, the blend of frustration and hilarity that defines many multiplayer experiences, and the unforgettable personalities that emerge in online communities.
As new generations discover the video, Leeroy Jenkins continues to serve as a shared reference point across age groups, gaming preferences, and even among non-gamers—a rare example of an internet joke that truly achieved timeless status.
Join the Conversation
Do you remember when you first encountered Leeroy Jenkins? Has anyone ever “pulled a Leeroy” in your gaming experiences? Share your stories in the comments below!