E! News pokes fun at the pop culture clueless in a funny new campaign created out of BBH L.A. The series of films depicts the embarrassing situations that you'd find yourself in, if you're not schooled on some of today's most popular celebs. There are the parents who think "Belieber" is a typo, the gym-goer who things Nene Leakes is the latest Wikileaks, the dad who believes he's suprising his wife by painting the family's dinnerware the hot new shade of "Blac Chyna," the plant lover who goes in search for the rare "Iggy Azalea" and the office worker who mistakes "Kimojis" for conveyer belt sushi.
Some of the spots also feature laugh-out-loud dialog, such as "My dad just asked me to tap my mom."
The tagline explains that if you've caught yourself doing any of the above, "You need to be pop cultured."
"There are a lot of brands that feature celebrities," explained BBH L.A. Executive Creative Director Zach Hilder in a statement. "With this E! News campaign, we featured Kim Kardashian, Justin Bieber and other stars in a completely new way, by using their fame rather than their faces Either you know what we're talking about or 'you need to be pop cultured.'"
The concept "captures the heart of E! News and shines a light on the important role of pop culture in our fans' lives," added Jen Neal, EVP of marketing for E! News.
Out-of-home assets will also appear in high-traffic areas of Los Angeles, including Sunset Boulevard as well as on the world's largest billboard in New York's Times Square. Digital media will run on BuzzFeed and Refinery29 networks, and the effort will also feature contextual ads such as one on the Paper Magazine site reading "This is where Kim broke the internet. Be Pop Cultured." The ad, of course, refers to Kim Kardashian's famous nude pics for the magazine back in 2014.
As part of the campaign E! News has also created its own emojis, or "E!ojis" that will allow users to share pop culture moments with friends.