Silly, silly Kay Jewelers. Doesn’t it know that creating a branded hashtag, especially one that isn’t even a word or phrase, is just asking to be hijacked?

The jewelry brand has been airing a Valentine’s Day  TV spot featuring a man sitting across the table from his girlfriend. She is so engrossed in her phone — i.e., not him — that he actually has to text her in order to get her attention. So he can give her a diamond necklace. How sweet, we guess. As the spot concludes, a hashtag appears on the screen: #ekbwk, which is meant to stand for the brand’s slogan, “Every kiss begins with Kay.”

Well, of course, the Internet wasn’t going to let this hashtag just go along its merry way without messing with it. Here are some of our favorite abuses of the #ekbwk hashtag. Happy Valentine’s Day, everyone!

 

 

 

 

 

 

 

 

 

 

 

 

 

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