In case you by some means 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 an internet 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 bounce onto the development, and I don’t actually perceive why. Are Lincoln Navigator consumers really listening to Charli XCX?
To start with, the meme, which was posted to Twitter, isn’t even that correct. In entrance of the right 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 go for together with the automobile, because the submit 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 known as “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 submit — there are many good lyrics that will’ve labored.
The larger drawback is the automobile itself. The Navigator is a profitable automobile for Lincoln, however I simply don’t consider that any Navigator consumers are Charli XCX stans. It’s an enormous SUV for individuals who suppose they want the area for his or her children and/or their stuff (a small proportion of whom really do want the area), however suppose an Escalade is simply too widespread, 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 journey in Navigators, because it’s an excellent widespread automobile for livery providers and higher-end journey 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 submit and don’t perceive the reference. Straight individuals getting confused by homosexual shit is one in every of my favourite forms 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 coloration isn’t obtainable for buy — I agree that “Brat” inexperienced needs to be an actual coloration you should purchase.
Look, I respect the trouble right here, and I applaud whoever it was that received this submit authorised, misguided and unusual because it may be. Everybody needs to be having a Brat summer season, and if this submit will get extra individuals to grow to be Charli XCX followers, it’s a win. And hey, perhaps Lincoln will show me unsuitable and get Charli into the advert marketing campaign for the next-gen Navigator, and perhaps there are extra cool younger individuals shopping for Navigators than I believe.
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.”
