Attempting to reach a younger demographic, fast food chains have started tweeting about having chronic depression.
If you've spent any time on Twitter, then you already know Wendy's has the coolest social media presence of any company ever.
Their Twitter account is renowned for its sharp-wittedness and "savage" roasts targeting both competing fast food chain and its own consumers. Amidst pushing Wendy's classic "fresh, never frozen" mantra, jokes about users' physical appearances never seem out of place. As such, they've gained a massive following on Twitter (3 million plus users) along with a good deal of street cred amongst meme lords.
Their prominence on social media has translated into massive revenue for the company. Unsurprisingly, tons of other brands are now striving to emulate Wendy's voice on Twitter with the goal of attracting the coveted 18-24 demographic, a group that typically has no interest in brand interactions. This is the result:
I can’t do this anymore— SUNNYD (@SUNNYD)1549247089.0
SunnyD, the kind-of-orange drink brand, tweeted "I can't do this anymore," eliciting 346,000 likes, 152,000 retweets, and "concerned" responses from MoonPie, Pop-Tarts, Crest, Corn Nuts, Uber Eats, Wikipedia, Healthline, and Pornhub.
On one hand, the notion of a children's drink brand experiencing an existential crisis is funny. It's funny in the exact ironic way that memelords love. SunnyD accomplished exactly what it set out to do with its Tweet.
On the other hand, SunnyD isn't depressed. MoonPie isn't concerned. It's not one guy on social media talking to another guy on social media through corporate accounts. It's multiple teams of social media professionals curating ironic brand voices to sell products for a massive parent organization. It's the humanization of brands, capitalism's final frontier.
The Changing Ad-Scape
Historically, advertising has largely been focused around selling consumers an experience. This product will make you look cooler. This product will make people like you. This product will make your life easier. This product will bring you joy.
A good example of this is the famous Carousel scene from Mad Men, which shows marketing master Don Draper pitching Kodak on how to best frame their newest product.
Mad Men - The Carousel (Higher Quality) www.youtube.com
Draper paints a picture of nostalgia for Kodak. Consumers aren't buying "The Carousel." They're buying a portal to their favorite memories. While marketing methods are always adapting, for decades, brands were focused on selling experiences like these.
But things have changed. Millennials, and to a greater extent, Gen Z, don't trust brands like older people do. Not only do younger generations have way more options, but many of them dislike large corporations on principle. Considering their massive buying power as a market segment, major brands have struggled to keep up.
For a while, irreverent humor seemed like the way to go. Brands like Old Spice created strange, funny commercials to draw in younger audiences with the hope that if they didn't respond to the product, they would at least respond to the comedy.
Old Spice | The Man Your Man Could Smell Like www.youtube.com
This worked very well, but in the advertising world when something works, everybody tries to get a piece. Soon, irreverent comedy in marketing became hackneyed and try-hard, with every other company aiming to be "funny." American Express went so far as to convince Tina Fey to do the least funny thing in her entire career:
Tina Fey’s Guide To Workout Gear | American Express youtu.be
Which leads us to the present. Irreverent humor no longer seems to be a legitimate strategy. If brands want to connect, they need to connect on Gen Z's home turf: social media.
The Danger of Viewing Brands as Human
Today, brand voice is everything. On social media, brands can't just be impartial advertisers if they want to stand out from their competition. They need a personality.
Some, like Nike and Gillette, aim to be political in an effort to appear more socially conscious.
Campaigns like these generate a lot of social buzz, but come off as disingenuous considering many of these companies also utilize slave labor. After all, no matter what they say in their campaigns, the ideal large corporations hold dearest is that of maximizing profits.
The other far less controversial option is to meme. This makes sense considering the prolific nature of meme culture across social media. Provided they have a savvy, young team of social marketers, curating an ironic, savage™ brand persona is a surprisingly easy way for brands to connect with their target audiences. It humanizes them and makes them seem cool in a way that shoehorned social justice campaigns cannot.
But, therein lies the problem. Ironic brand voices are just as inauthentic as corporate-sponsored social justice campaigns and to pretend otherwise is to buy into a marketing ploy.
To clarify, there's nothing wrong with liking a brand, enjoying it's marketing, and spending your money on its products. If you realize Wendy's savage brand voice is all an attempt to get you (presumably someone in their teens-early 30s) to buy burgers, awesome.
The danger is not understanding that you are being blatantly marketed to and pandered to in the same way that Don Draper panders nostalgia through Kodak. The means may have changed, but the mission is exactly the same.
Go ahead, enjoy the hilarity of Wendy's burns. Enjoy SunnyD's depression. Enjoy MoonPie's whatever the hell this is:
We have updated our MoonPie policy https://t.co/rloc2WdCcG— MoonPie MoonMate (@MoonPie MoonMate)1527289915.0
Because it's funny. Just remember, it's all marketing. It's all intended to make you spend your money. It's not really ironic. It's capitalism in a funny outfit.
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As reprehensible as Jake Paul is as a person, he is innocent in this case
Update 8/6/2020: On Wednesday the FBI raided Jake Paul's home in Calabasas, California in connection with the Scottsdale mall riot. The home is reportedly owned by Paul's friend Arman Izadi, who was also present at charged with misdemeanor crimes following the mall incident.
It's unclear what the basis for the raid was, but the Scottsdale police have turned over riot investigation to the FBI, who are believed to have removed multiple firearms from the Calabasas mansion.
Because it turns out celebrities exist even before we hear about them.
So many celebrities seem to build their entire lives around careers in entertainment.
Good for them. They knew what they wanted to do, and they were actually lucky and talented enough to be successful. But for a lot of these people, it's hard to imagine how they would function in the world without their celebrity status. That's why people freak out when they find out that Taylor Swift can cook. She not only eats people food, she actually knows how to prepare it! Do you think she even washes her own dishes?!
But there is another class of celebrity. People who had full, interesting, and often insane lives before anyone had ever heard of them. People like...
Christopher Walken: Lion Tamer<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDI5NS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxNzk1NTM1NH0.gB-0fl12hr7J3svFb1dpkBQ-PWSosPnLaQQKxqB-MB8/img.jpg?width=980" id="dbe98" class="rm-shortcode" data-rm-shortcode-id="e99b1bc39579d90f78d4d6de9523f551" data-rm-shortcode-name="rebelmouse-image" alt="Christopher Walken" /><p>Christopher Walken is known for the intense, contained energy of his performances and... the un<em>ique</em>... cadence... and <em>em</em>phasis of his speech. But long before he was a living, breathing caricature of himself, he had a very different approach to show business. His time as a <a href="https://ew.com/article/2014/12/02/christopher-walken-captain-hook-dancing/" target="_blank">cabaret dancer</a> shouldn't surprise anyone who's seen the way he moves in the music video for Fatboy Slim's "<a href="https://www.youtube.com/watch?v=wCDIYvFmgW8" target="_blank">Weapon of Choice</a>," but the fact that Walken was working as a lion tamer in a circus at the age of 16 is completely insane. Of course he downplays it, saying that Sheba the lion was "Very nice. She'd come and bump your leg. Like a house cat," but he was still bossing around a giant predatory cat as a teenager.</p>
Julia Child: Inventor<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDI0NC9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxMTE4MTA2N30.lfQiI4CMgFK3oJYLW1bPvgOy3rZgL8daEMkgYM4Uukk/img.jpg?width=980" id="c5ab9" class="rm-shortcode" data-rm-shortcode-id="a75cf85333b55f0a9399231cd3206a9d" data-rm-shortcode-name="rebelmouse-image" alt="Julia Child" /><p>You may know Julia Child for her famous cookbook <em></em><em>Mastering the Art of French Cooking</em>, or for her long-running public television show <em>The French Chef</em>. At the very least, maybe you've seen her portrayed by Meryl Streep in 2009's <em>Julie and Julia</em>. She was an early icon of TV cooking, making it approachable and fun, and her recipes remain popular more than 15 years after her death. But before anyone knew her for her cooking, she was working for the Office of Strategic Services—a forerunner to the CIA—helping to fight Nazis by... inventing <a href="https://www.cia.gov/news-information/featured-story-archive/2015-featured-story-archive/shark-repellent.html" target="_blank">shark repellent</a>.</p><p>The effort was sparked during World War II in response to sharks attacks on military personnel who were waiting for rescue after ships and planes went down. Child was a member of the team that developed pellets to be included in soldier's rescue kits, with an odor that would keep sharks at bay. There's no telling how many lives those pellets may have saved, but apparently they went on to be used with underwater explosives targeting German submarines—so sharks wouldn't accidentally set them off—and even in space equipment that NASA designed for ocean retrieval.</p>
James Lipton: Pimp<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDI2Ni9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxODM5ODY4N30.THakQRuLoFrZdysNOoONBwt5WbIFd6kqKmZMo99tMOo/img.jpg?width=980" id="cb82f" class="rm-shortcode" data-rm-shortcode-id="61c045a63ca5f3a8df7ae6a17197995c" data-rm-shortcode-name="rebelmouse-image" alt="james lipton" /><p>James Lipton is not quite as famous as some of the people he's interviewed—<a href="https://en.wikipedia.org/wiki/Inside_the_Actors_Studio#Guests" target="_blank">basically every celebrity ever</a>—but he hosted <em>Inside the Actor's Studio</em> for 22 years on <em>Bravo</em>, and had an amazing turn as <a href="https://www.youtube.com/watch?v=vwXGPar9kHc" target="_blank">Warden Stefan Gentles</a> on <em>Arrested Development</em>. In his youth though, Lipton had a very different career in post-war Paris. At the time, there was little work available in France, and many women resorted to sex work to get by. Lipton was friends with one such woman, and when he was running out of money and told her that he had to return to the US, she offered him a job. Soon he was <a href="https://parade.com/17599/dotsonrader/inside-the-actors-studio-host-james-lipton-on-his-favorite-interview-and-pimping-in-paris/" target="_blank">working in a bordello as a "mec,"</a> which he differentiates from the American conception of a pimp, "The French <em>mecs</em> didn't exploit women. They represented them, like agents. And they took a cut. That's how I lived." So... not easy, but necessary.</p>
Jerry Springer: Mayor of Cincinnati<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDI4My9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxMDEzNTkzNX0.h_k9FJugum9ZI55hpU49JC4180Bbzz5-vuHgIGGI3FM/img.jpg?width=980" id="6d534" class="rm-shortcode" data-rm-shortcode-id="f8a8e61f6254ac8be70c23550346ec0d" data-rm-shortcode-name="rebelmouse-image" alt="Jerry Springer" /><p>On the other side of the sex work equation was a young Jerry Springer. Long before he was exposing strangers' dirty laundry to the delight of a hooting studio audience, he was starring in his own <a href="http://www.slate.com/articles/news_and_politics/assessment/1998/03/jerry_springer.html" target="_blank">personal scandal in Ohio politics</a>. He had already served as an adviser to Robert Kennedy, and had a failed run for Congress before he was elected to Cincinnati's City Council in 1971. At just 27 years old, he may not have been ready for a life in politics, and a few years later he was forced to step down after being caught in a prostitution probe, paying for sex work with personal checks.</p><p>Surprisingly, Springer was able to come back from that scandal with a series of honest, apologetic ads that resulted in him resuming his seat on the city council and eventually serving a term as Mayor. He even ran for governor in 1982, before beginning a career as a local news anchor and coining his catchphrase "Take care of yourselves, and each other." At the time he was known for delivering thoughtful editorials, and became so popular that he was given a daytime TV show that slowly transformed, in its chase for ratings, to the pure trash that eventually made him famous.</p>
Audrey Hepburn: Member of the Dutch Resistance<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDIzNy9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY0NjAwODQ4M30.ZrhreORH5cpZ_Rsj09lVySaxzaLoFNE-DHHM9xbQFRE/img.jpg?width=980" id="6f2ab" class="rm-shortcode" data-rm-shortcode-id="dd21bb87307e5bb726ce9b73a7494189" data-rm-shortcode-name="rebelmouse-image" /><p>The original manic pixie dream girl of <em>Breakfast at Tiffany's</em> was always known for her frail beauty, but when she was a growing up in <a href="https://time.com/5582729/audrey-hepburn-world-war-ii/" target="_blank">Nazi-occupied Holland</a>, some of that frailty was probably the result of malnutrition. Despite this, she was a talented ballet dancer, and frequently performed in secretive events known as "black nights," raising money for Dutch resistance fighters. Hepburn was just 15 in 1944, but because she was fluent in English, she was also tasked with delivering food and messages to allied pilots who were shot down by the Nazis. She helped them reach safety, and her youth and apparent innocence kept her safe from Nazi suspicions.</p>
Samuel L. Jackson: Militant Black Activist<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDIyMy9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYyNTM1NDg0MX0.KsU1niylFVF0S_9u2v8qX5ircpmJ5Q8S7hf-TejhooA/img.jpg?width=980" id="e89bc" class="rm-shortcode" data-rm-shortcode-id="23b27d5f9a6ec18ed4b6660985d7b342" data-rm-shortcode-name="rebelmouse-image" alt="Samuel L. Jackson" /><p>Samuel L. Jackson is one of the biggest movie stars of all time. Collectively his films have grossed <a href="https://www.hollywoodreporter.com/features/how-samuel-l-jackson-became-hollywoods-bankable-star-1174613" target="_blank">nearly six billion dollars</a>—more than any other actor. But back in the late 1960s, his prospects didn't look so bright. As a young student at Morehouse College, <a href="https://web.archive.org/web/20081229063210/http://www.parade.com:80/articles/editions/2005/edition_01-09-2005/featured_0" target="_blank">Jackson joined the Black Power movement</a> following the tragic assassination of Martin Luther King Jr. Jackson has said that he was in a "radical faction" of the movement: "We were buying guns, getting ready for armed struggle." He found the experience empowering, although it led to his expulsion from college after he and other activists held the school's board of trustees hostage in a dispute over the schools' curriculum and the demographics of its governing board.</p><p>It was his mother's influence that eventually pushed Jackson in another direction. She put him on a plane to Los Angeles and told him not to come back. "The FBI had been to the house and told her that if I didn't get out of Atlanta, there was a good possibility I'd be dead within a year. She freaked out." Jackson spent a couple years doing social work in LA before eventually returning to Morehouse to study drama. "I decided that theater would now be my politics." It was a bold choice for someone who had struggled with a stutter, though by that point Jackson had discovered the <a href="https://www.vanityfair.com/hollywood/2019/06/samuel-l-jackson-shaft-motherfucker-stutter" target="_blank">therapeutic benefits</a> of shouting "motherf*cker."</p>
Jewel: Survivalist<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDI4Ny9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYyNjUwNjI0MH0.Y8mEiH18k9U4GVzE8UYOKLqZZtuor1EtrdQvVEzsoGk/img.jpg?width=980" id="d96e6" class="rm-shortcode" data-rm-shortcode-id="eb8e0d81489c72d42600fe7436636728" data-rm-shortcode-name="rebelmouse-image" alt="Jewel" /><p>Jewel Kilcher grew up in a saddle barn in the remote town of Homer, Alaska. While she was a singer from a young age—<a href="https://www.npr.org/2015/09/12/439764172/in-lumberjack-joints-and-coffee-shops-jewel-found-her-voice" target="_blank">performing with her father for lumberjacks</a> in local bars—<a href="https://en.wikipedia.org/wiki/Jewel_(singer)#Early_life" target="_blank">her early life was hardly glamorou</a>s. They had no running water, a coal stove for heat, and largely had to fend for themselves: "we mainly lived off of what we could kill or can. We picked berries and made jam. We caught fish to freeze and had gardens and cattle to live on. I rode horses every day in the summer beneath the Alaskan midnight sun." It may have been this childhood that prepared her to live out of her car at the age of 19 as she was launching her career in Southern California.</p>
Christopher Lee: Secret Agent<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjYwNDI4OC9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYzNTg3MzM5M30.qKjkKyFCwktkOV9Fnf0W73uppSV3ko6xJ9ImPYEXRcI/img.jpg?width=980" id="4ac25" class="rm-shortcode" data-rm-shortcode-id="600db2000efa3054e51be73b94c640b4" data-rm-shortcode-name="rebelmouse-image" alt="Christopher Lee" /><p>You probably remember Christopher Lee for his portrayal of Saruman in the <em>Lord of the Rings</em> films, but did you know that he also played a crucial role <a href=""Have you any idea what kind of noise happens when somebody’s stabbed in the back? Because I do.”" target="_blank">advising Peter Jackson</a> on the realism of a scene in <em>The Return of the King</em>. Specifically, Lee provided his firsthand knowledge of the sound a person makes when they've just been stabbed. Jackson was directing Lee's reaction in a scene in which Saruman is ambushed, prompting Lee to respond, "Have you any idea what kind of noise happens when somebody's stabbed in the back? Because I do."</p><p>Lee would most likely have gained that knowledge during World War II, when he was a member of the British Army's <a href="https://www.thevintagenews.com/2018/02/09/christopher-lee/" target="_blank">Long Range Desert Patrol</a>, fighting Axis forces on the North African Front. He then went on to join the Special Operations Executive, an elite organization involved in espionage and assassination. Most of their work is still classified.</p>
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