Industry Tuesdays: The Shit People Say Phenomena

So we weren’t going to cover this because we thought oh, maybe the shit people trend is kind of over (which is maybe shit people in advertising say) but then today, “Shit People Say in LA” came out and it was pretty funny (for those of us who live in LA… In-N-Out! No Parking! Coachella!!!)

Shit People Say in LA

So we thought this Industry we’d talk about the Shit People Say phenomena. And give a little lali best of the shit people say videos.

A month or so ago, “Shit Girls Say” strikes the internet. 10 million YouTube views. Every girl on Facebook shares the link – saying “I’m guilty,” and “That’s totally me” and “I’ve said all of those things.” And then shortly afterwards, “Shit Black Girls Say” hits the internet. And it may be even funnier than the original.

And then, more and more shit people say video hit the internet. It had that elusive quality that so many of our brands are looking for – the “make it go viral” quality.

What Shit Girls (and black girls and white girls to black girls and guys and black guys and gay guys and black gay guys and guys in LA and sorority girls and vegan girls and Pilipino mothers) Say did was say to girls everywhere: you’re part of a group. You belong to us. To the shit girls say club. And being in that club is funny.

And then everyone else wanted to say the shit that they say. It was like every race, gender, stereotype, location and subculture wanted to tell the world what made them (humorously) them. Get a video camera and some pretty good actors and a bit of clever editing, and you can be amused for hours. (I was!)

So this Industry Tuesday takes a look at the meme, the phenomena, the craze of… shit people say.

Shit Girls Say
Here’s the obligatory original. You’ve got to give originators Graydon Sheppard and Kyle Humphrey some credit. The formula was easily spoofable (and therefore super funny). The tone, mood and editing were very well done. And the replications have kept the repeated scene editing, the cross-dressing (sometimes, or at least costume-dressing), the flutter cuts and comedic timing.

And here’s where it went.
Shit Black Girls Say

Shit White Girls Say to Black Girls

Shit Black Guys Say

Shit Gay Guys Say

And as the phenomena keeps going, the iterations have to be more specific.
Shit Skiers Say

Shit Liza Minelli Says

Shit Girls Say to Gay Guys

Shit Asian Dads Say (I don’t know if it’s just my Asian grandfather, but this one was super hilarious)

It even got to a place where it wasn’t shit people say, but what they DON’T say!

Shit Nobody Says

Shit Guys Don’t Say

Shit Girls Don’t Say

We’ve even gotten to things like “Shit Gay Guys Say To Their Cats” and “Shit Girls Say To Their Personal Trainers” and “Stuff Black Church Girls Say” and “Shit People Say About Shit People Say Videos.” Wonder if the more specific they get, the more the charm will wear off? But for now, it’s going strong. Maybe we’ll make a “shit ze lalis say,” filmed by Antoine Bardot-Jacquet… Or maybe we’ll hold off on that one.

xo,
la

PS What’s your favorite shit people say video?

3 Comments

Filed under industry tuesdays

3 responses to “Industry Tuesdays: The Shit People Say Phenomena

  1. Shit Nobody Says is my favorite, but Shit Black Girls Say is a close second.

    I want to make a video titled: “Shit Viral Video Makers Say.”

    You all in?

  2. Also… the Shit People Say in LA forgot my favorites:
    “The 405 sucks!” “Learn to drive, asshole!” “Call me in 20 minutes, I’m meditating.” “I’m going to workout.” “Yoga is amazing, but pilates is WAY better.” “I’m on a cleanse this week.” “I have a friend of a friend who’s on that show.” “Is it vegan?” “I’m gonna be late, there was an accident.” “I have an audition.” “Lunch, soon, k?”

  3. Anonymous

    The girl in the Shit White Girls Say to Black Girls did a REALLY good job! But my favorite is Shit Nobody says.

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