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.
PS What’s your favorite shit people say video?