#vogueisdead
Charles Caleb Colton once said, “Imitation is the highest form of flattery”. But what would he say about parody? Parody is imitation for comedic effect, and by its nature is not supposed to be flattering.
When the Kimye Vogue cover hit the stands several weeks ago it took mere hours for the first parodies to hit the net. James Franco posted this image on his Instagram, building his and Seth Rogan’s body of uncomfortably accurate replications of the #worldsmosttalkedaboutcouple (a hashtag which has been used 13,054 times since the cover surfaced). Miss Piggy and Kermit got in on the action, raising the stakes to the #universesmosttalkedaboutcouple
It has even spurned a #vogueisdead hashtag (arguably not great for the brand, although far less successful than their choice, with only 1,364 uses).
This comes merely weeks after the ‘First Kiss’ video, which following a brief period of breathless appreciation and wonder, quickly descended into parody central. “First Handjob” “First Sh*t” “First Lick” “Fart Kiss” “First Sandwich” “First Raspberry” (the list goes on) all appeared within an astoundingly short period of time. Playboy got in on the number and Mother did a very endearing “First Sniff” using dogs (the animals that happen to also be on their crest).
Wren, the label behind “First Kiss” was astounded at the response – they normally launch their new collections with unbranded video content, like this dreamy piece starring Tavi Gevinson – and was both excited and perplexed as to why this particular piece of content had resonated with the internet so much.
The parody phenomenon isn’t new. From ‘Get Shitter’ (the site which turns your twitter feed into toilet paper) to Google Naps (a useful parody allows you to find the best napping places near you) – which adorably pleads Larry and Sergey to “please don't be mad this is just a joke, a parody. We don't mean to damage your brand or anything, we just want to bring a smile on the faces of Google fans” – parody seems to be everywhere.
Is a work of parody a sign of distaste for the original or is it the true measure of success? If a piece of content is uploaded to YouTube and no one is around to take the piss out of it, is it really effective?
The Vogue cover almost seems cleverly composed to invite parody – that horrifically long hashtag, making a reasonably over-the-top claim about a couple who is divisive at the best of times. With it Vogue does seem to be begging for people to take them on – the first to do so in such a flagrant manner – and as the old edict states “there’s no such thing as bad publicity”.
The Vogue audience has been vocal about their distaste of the cover. Even celebrity Sarah Michelle Gellar took to Twitter threatening to cancel her Vogue subscription. But in a world of drastically dwindling magazine circulations, is appealing to the mass population through a slightly controversial piece of content that may take on a second life of its own across the social web such a bad way to become relevant again?
To me, as to many others, the world of fashion is preposterous, so I can’t tell whether this is a move of genius or ultimately brand damaging for Vogue. What I can say is that capturing the public’s interest to such an extent as to motivate them to create their own version of your content (even if it is poking fun) is a measure of much deeper engagement and a signifier of strong brand cut through.
It does beg the question whether parody baiting – creating content in order to invite a reaction – will become a trend. Audiences catch on fast when authenticity is lost from the original content and “First Kiss” would not have been so highly copied had it not been an authentic piece of content to start with.
Perhaps it is too soon to call parody the new benchmark for social success. What does seem to be at the heart of the parody phenomenon is content that strikes a chord with audiences and drives the impulse to share some version of it with their social networks. This is essentially the key to social media success – tap into real human emotion and create something that people want to talk about and share with others.
So whether it’s a flash in the pan or a new industry movement, Vogue succeeded in doing just that. As we wait to see where the parody phenomenon heads from here, one thing is for sure, Vogue succeeded in creating the #worldsmosttalkedaboutmagazinecover.
Suz Koch, Account Director We Are Social
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.