In case you in some way aren’t already conscious, it’s a Brat summer time. Charli XCX’s newest album has taken over popular culture, and its signature lime inexperienced hue and easy cowl spawned all types of memes — there’s even a web-based generator to that may give your customized textual content an identical blur impact and plop it in entrance of the Brat inexperienced background. Lincoln is the primary automaker I’ve seen soar onto the development, and I don’t actually perceive why. Are Lincoln Navigator consumers really listening to Charli XCX?
To begin with, the meme, which was posted to Twitter, isn’t even that correct. In entrance of the proper inexperienced background is a Navigator, Photoshopped to be in matching inexperienced, with “Navigator” within the appropriate blurry font behind it. I’ll give Lincoln a cross for together with the automotive, because the put up actually wouldn’t make sense to the model’s viewers in any other case. I’ve an even bigger drawback with the caption, which reads “Lincoln Navigator® and it’s the identical however inexperienced so it’s not.” That is in reference to the deluxe model of “Brat,” which is named “Brat and it’s the identical however there’s three extra songs so it’s not.” Crucially, as a substitute of the conventional inexperienced background, the deluxe album makes use of a plain white background. Lincoln ought to’ve chosen a special caption for the put up — there are many good lyrics that will’ve labored.
The larger drawback is the automotive itself. The Navigator is a profitable car for Lincoln, however I simply don’t consider that any Navigator consumers are Charli XCX stans. It’s a large SUV for individuals who suppose they want the area for his or her youngsters and/or their stuff (a small proportion of whom really do want the area), however suppose an Escalade is just too frequent, and a Wagoneer is just too ugly and a Suburban is just too low cost. It’s probably not a automotive for single folks or youthful folks, or anybody that’s very style-conscious or culture-savvy, regardless of the clout the Navigator had within the early 2000s. I’m certain there are many “Brat” listeners that journey in Navigators, because it’s a brilliant in style car for livery companies and higher-end journey shares, however I actually don’t suppose any Charli XCX stans are literally shopping for Navigators. There definitely are gays and girlies who’re shopping for Lincolns, however they’re more likely to go after the Corsair or Nautilus.
The disconnect is obvious within the replies and quotes on Lincolns tweet. There are tons of people that simply don’t get the put up and don’t perceive the reference. Straight folks getting confused by homosexual shit is considered one of my favourite varieties of content material. Then there are individuals who get the reference however don’t perceive why Lincoln did it within the first place. I particularly benefit from the outrage over Lincoln’s disclaimer that the inexperienced colour isn’t obtainable for buy — I agree that “Brat” inexperienced needs to be an actual colour you should buy.
Look, I respect the trouble right here, and I applaud whoever it was that obtained this put up permitted, misguided and unusual because it is likely to be. Everybody needs to be having a Brat summer time, and if this put up will get extra folks to change into Charli XCX followers, it’s a win. And hey, perhaps Lincoln will show me mistaken and get Charli into the advert marketing campaign for the next-gen Navigator, and perhaps there are extra cool younger folks shopping for Navigators than I feel.
Oh, and to the entire feedback saying it should’ve been the “social media intern” that posted this, shut up. No interns are ever really doing social media work like this, particularly not for a serious company or automotive firm like this. Put some respect on the overworked, stressed-out Millennials and Gen-Zers with social media supervisor roles. Anyway, stream “Brat.”
