Join us Dec. 1-3 to connect with leaders from CMI Media Group, Publicis Media, Ogilvy and many more
It’s hard to keep up, but there’s a new teenager the Internet is obsessing over.
His name is Daniel Lara, a high school student from California, who’s the center of the latest viral video called “Damn Daniel.”
Admittedly, it’s easier to watch than explain, but turn the volume down.
Here it is:
Damn Daniel pic.twitter.com/Va10hmpePO
— josh (@josholzz) February 16, 2016
The clip, which are several Snapchat videos stitched together, was tweeted by his friend Joshua Holz, who playfully harasses his friend with the phrase as a way to troll his friends’ outfit and white Vans. “Damn, Daniel,” Josh screams. “Back at it again with the white Vans!”
Since being uploaded on Feb. 15, the original tweet has racked up 263,000 retweets and 330,000 likes.
Not surprisingly, now brands are glomming on to Daniel and his Vans because the Internet won’t let us have nice things. Axe, Zappos, Clorox and even a British football team have all deployed the phrase:
#FindYourMagic. Every. #DamnDaniel. Day. pic.twitter.com/VqMaPJ43ZK — AXE (@AXE) February 19, 2016
Whatever happens to those white shoes @Daniel_laraa, just know that we’ve got your back. #DamnDaniel #BackAtItAgain pic.twitter.com/0pIiH2EHln
— Clorox (@Clorox) February 18, 2016
“Back at it again with the white vans!” #DamnDaniel If any Daniel’s need new a new pair -> https://t.co/3x8ndxF7mO pic.twitter.com/OWcBaTHmpJ — Zappos (@zappos) February 21, 2016
So we’ve seen #DamnDaniel doing the rounds…https://t.co/i5d1PVSxYZ
— Liverpool FC (@LFC) February 22, 2016
Vans also took notice and posted an inexplicable poll that’s garnered 145,000 votes:
DAAAAAMN DANIEL @josholzz @daniel_laraa
— Vans (@VANS_66) February 18, 2016
The company hasn’t yet returned a request for comment.
More in Marketing
TikTok’s U.S. ownership shift raises creator concerns over algorithm changes
TikTok creators brace for changes to the algorithm as U.S. firms plan to take control of the algorithm.
Nike’s tentative turnaround suggests its return to brand plan is working
Perhaps it’s the stretch before settling into the starting blocks of a race. “This is just the beginning of their turnaround journey,” said Brad Jashinsky, director analyst at Gartner.
TikTok is talking to brands like it’s a grocer now
TikTok Shop is working to onboard a greater variety of brands and help them grow through the platform.