In case you someway aren’t already conscious, it’s a Brat summer season. Charli XCX’s newest album has taken over popular culture, and its signature lime inexperienced hue and easy cowl spawned all kinds of memes — there’s even a web based generator to that can 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 leap onto the pattern, and I don’t actually perceive why. Are Lincoln Navigator patrons really listening to Charli XCX?
To start 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 move for together with the automobile, because the publish 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 traditional inexperienced background, the deluxe album makes use of a plain white background. Lincoln ought to’ve chosen a distinct caption for the publish — there are many good lyrics that might’ve labored.
The larger drawback is the automobile itself. The Navigator is a profitable car for Lincoln, however I simply don’t consider that any Navigator patrons are Charli XCX stans. It’s an enormous 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 simply too frequent, and a Wagoneer is simply too ugly and a Suburban is simply too low-cost. It’s probably not a automobile for single individuals or youthful individuals, or anybody that’s very style-conscious or culture-savvy, regardless of the clout the Navigator had within the early 2000s. I’m positive there are many “Brat” listeners that experience in Navigators, because it’s a brilliant common car for livery providers and higher-end experience shares, however I actually don’t suppose any Charli XCX stans are literally shopping for Navigators. There actually 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 publish and don’t perceive the reference. Straight individuals getting confused by homosexual shit is one among my favourite sorts 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 shade isn’t out there for buy — I agree that “Brat” inexperienced needs to be an actual shade you should purchase.
Look, I respect the hassle right here, and I applaud whoever it was that received this publish authorised, misguided and unusual because it could be. Everybody needs to be having a Brat summer season, and if this publish will get extra individuals to turn into Charli XCX followers, it’s a win. And hey, possibly Lincoln will show me improper and get Charli into the advert marketing campaign for the next-gen Navigator, and possibly there are extra cool younger individuals shopping for Navigators than I feel.
Oh, and to all the 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 significant company or automobile firm like this. Put some respect on the overworked, stressed-out Millennials and Gen-Zers with social media supervisor roles. Anyway, stream “Brat.”
