![]() When Billy Ray Cyrus lends his own twang to Lil Nas X’s “Old Town Road,” it is bound to skyrocket to the top of the charts, which it did in April. Whatever you want to call it, marketers would be remiss to not pay attention. Within many recent popular memes and viral pop culture moments, there is this similar, not-quite-tangible element of goodness. ![]() So how do marketers - how does anybody, for that matter - navigate this new digital landscape that has fueled such disillusionment? Not only is the amount of information overwhelming, but the increasingly divisive rhetoric found in politics and online culture has left many to disengage emotionally before a marketer could even begin to reach them. With phones that buzz twice after not opening a notification and an ever-present media cycle, people rarely have time to process the messages they are consuming. They resonate even in our attention economy. I want to believe that when it really matters, the world and the people in it are good.įrom “doggo” memes to the recent “DTF campaign” by OkCupid, endeavors like these aim to upend expectations through wholesome representations. I want to believe in a world where a squirrel - this unassuming creature I hardly ever think twice about - would be there for me in my darkest hour. But the combined image and text created a space reminiscent of a long-lost belief in a world where this notion of goodness exists unquestionably. It isn’t really about the squirrel at all. The squirrel in shining armor meme is beautiful because it’s hopeful. “Just imagine a squirrel,” he said, “or really, just imagine anybody, showing up for you when you need help the most. I couldn’t stop thinking about what my friend said as I handed his phone back. At first, I thought it was a surface-level funny meme - you know, one you chuckle at for a beat before continuing to scroll. I only encountered the squirrel meme a few months ago. But add to that the notion of a squirrel donning its armor and pledging to rescue you in your darkest hour? Well, that’s the type of unassuming content that sells itself.īut why? Why are we drawn to the absurdity of a squirrel donning medieval war gear? ![]() The squirrel in shining armor was (and is) ridiculous. (Photo credit: Reddit.)Īnd so we have it: a meme born, one that endures all these years later. The squirrel, in all its splendor, is here to save your life.
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