Borkowski Media Trends: Kendrick x Super Bowl, Duolingo Owl & MORE
PLUS Labour WhatsApps | (S)Kim(s) vs Bianca? | Pete Davidson's new image
Kendrick’s Superbowl Halftime show for our age
From college bands filling time for those navigating stadium bathroom breaks to some of the greatest-ever live performances, the Super Bowl halftime show has grown to overshadow the NFL game itself. While ardent sports fans will dispute the claim, reports by Reuters suggest Kendrick Lamar's performance attracted an average of 133.5 million viewers, surpassing the game's average viewership of 127.7 million.
An unsurprising stat following the aftermath of Kendrick's historical and polarising performance. It is a testament to Kendrick's success with fans and peers alike (since 2020, Jay-Z, via Roc Nation, was tasked with making the show "cool again" and chose Kendrick over Lil Wayne, reflecting the industry's admiration for Kenny). He's received widespread acclaim for every major release whilst seeing his popularity sore - a topic previously discussed in this newsletter.
So why the fuss? While Kendrick's artistic output has reached billions worldwide, there were millions of viewers seeing Kendrick for the first time with preconceived notions about rap music. Kendrick masterfully pre-empted criticism with the inclusion of Samuel L Jackson, performing as 'Uncle Sam' with meta-commentary about Kendrick's artistic decisions - a stroke of genius that ultimately justified his purpose, choosing to treat this like its own Kendrick show instead of a watered-down performance that might cater to the masses.
The show was ultimately optimised for our fragmented media landscape. For fans of contemporary music and hip-hop - this was a roaring success. It was well-performed and executed (Kendrick just about managing his breathing through the fast-paced performance) with layers of metaphor and symbolism leaving many to chew over. On the flipside, huge sections criticised the show, with debates of the 'worst-ever' halftime show in history. When clips are cut up and disseminated across social media, thousands of talking points and echo chambers don't require any holistic thought and insight and these performances can be many different things to different people.
Can Death of Duolingo Owl Breathes Life into an Old Stunt?
The death of the Duolingo Owl, known for its daily reminders to learn a language on the app, made mountains of headlines this week, suggesting a successful spin on the tried-and-tested stunt of killing off the main character.
In recent years the Owl has gained fame on social media (with 4M followers on Instagram) and even become a meme. The mascot has been seen at DJing in Berlin, chasing users in the office for not knowing what gender croissant is in French, partaking in the show Squid Game, and even releasing an album on Spotify. The language app has made the most of their PR strategy by utilising social media and creating relevant (and funny) content that relates to a young audience. The brand doesn’t take themselves too seriously and utilizes trends online to make the most of viral videos.
The Forbes article explains why Duolingo released a statement killing their TikTok famous Owl. Explaining “Duolingo made a savvy marketing decision that’s paid off: People are talking about the brand and it has received huge visibility.” Which ultimately is the goal in any marketing and PR strategy, viral memes last a few seconds but killing off a vial mascot is a PR stunt that will get people talking.
WhatsApp-ening in the Labour Party?
The Labour Party is facing fresh controversy after the exposure of a secret WhatsApp group, “Trigger Me Timbers,” in which Greater Manchester MPs and activists exchanged offensive messages between 2019 and 2022. The scandal has led to the dismissal of MP Andrew Gwynne (MP for Gorton and Denton) from his role as Public Health Minister, and the suspension of Oliver Ryan (MP for Burnley), both of whom were found to have participated in the group’s racist, sexist, and derogatory conversations. Gwynne's messages included sexist comments about Deputy Prime Minister Angela Rayner, racist remarks about MP Diane Abbott, and derogatory statements about constituents. In one example, he mocked a 72-year-old woman who had complained about bin collections, expressing hope that she would "croak it" before the next election.
The media response has been swift, with headlines condemning Labour’s internal culture and raising concerns over the party’s commitment to diversity and inclusivity. Public reaction has been equally critical, with many calling for greater accountability and transparency within Keir Starmer’s ranks. Diane Abbott has been particularly vocal, urging all involved to step down.
Labour has attempted to control the damage by acting decisively, suspending the implicated MPs and launching an internal investigation. The party has framed these actions as proof of its commitment to high ethical standards, but critics argue this incident reveals deeper issues within its ranks.
Starmer has already been called ‘two-tier Keir’ by Musk, and continues to face criticism in the media. This scandal risks eroding Labour’s credibility further. The party must now work hard to convince the public that this was an isolated, and now conclusively dealt with, incident – not a wider cultural problem.
A rear-volution: is Kim Kardashian’s new SKIMS ad a thinly veiled snub to Censori
Kim Kardashian has once again proven her influence over fashion and beauty standards with the launch of SKIMS’ “Ultimate Butt” collection. Featuring padded shorts, leggings, and bodysuits designed to enhance curves, this new line taps into the ongoing obsession with body contouring and exaggerated silhouettes. It marks an interesting effort to return to the hourglass and big booties of the 2010s, just as fashion had begun regressing to the heroin-chic silhouettes of the 90s. Recent years have seen a return to a more ‘natural’ figure, with the removal of filler and breast implants becoming more prevalent than news of augmentation.
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Kim is continuing to shape modern beauty ideals, however the latest launch which features Kardashian portraying the "Fairy Butt Mother," appears to extend beyond fashion launch and into a thinly veiled attempt to throw shade on the (now soon to be Ex) wife of her unhinged ex husband Kanye West. The advert for the new line involves Kim in a nude leotard and fairy wings. This portrayal has sparked discussions about its resemblance to Censori’s recent attire at the Grammys, where she donned a completely sheer slip dress. Some fans have even mistaken Kardashian for Censori in the campaign visuals.
Whilst it's unclear whether Kardashian is deliberately emulating Censori or if the similarities are coincidental (Kanye certainly has a type), this move underscores Kim’s adeptness at staying relevant and generating buzz. Unlike Censori, whose provocative fashion statements have primarily resulted in backlash and scrutiny, Kim has managed to once again capitalise on her nudity, reaffirming her status as a business icon.
Pete cleans up his image
Reformation is a fashion brand that is well known for their sustainable clothing, floral dresses and their chic online marketing campaign. Before Valentine’s Day the store ran their ad with Pete Davidson, the comedian and slacker lothario notorious for dating (and breaking the hearts of) Kim Kardashian, Emily Ratajkowski, Kaia Gerber and Ariana Grande. So why is everyone talking about him suddenly?
Reformation is a brand that is always trending and looking for new ways to go “viral”. As the brand caters to a younger audience they are desperate to stay relevant. With the help of Pete and his previous dating history, the brand has successfully got everyone talking.
The ad features the comedian in a short video where he plays the “official boyfriend” which seems very on the nose given his previous negative press about his past relationships. The ad also shows Pete in a new light, as he has (as of recently) completely removed all of his tattoos. Just in time for Valentine’s Day, Pete has humorously returned to the spotlight with the help of Reformation.