While last year I wrote about how the Oscar’s didn’t market to me as a millennial (and why that was ok), this year completely resonated with me and tapped into a trope that I think is unique to millennials. It all started with this:
Jennifer Lawrence tripped on the way to accept her best actress award. What a way to start off a once-in-a-lifetime moment in front of a million viewers! Instead of letting mortification ruin her night, Jennifer Lawrence called her slip out in her speech by saying “You guys are just standing up because you feel bad that I fell and that’s really embarrassing.” She then went on to completely charm everyone in her press conference and post-win interviews. She owned her awkwardness, and that ownership made her Oscar’s darling.
It’s not just Jennifer Lawrence–awkward is making a comeback. Don’t believe me? Check out this Google Trends Map of searches with the word “awkward”.
*Letters represent news with “awkward” in the headline
If you’re trying to tap into the millennial market, awkward is the new cool–and understanding why isn’t something marketers can afford to miss.