· happened: on 24 July 2023
The day Twitter became X and a burger chain priced up the change
The social network retired its bird and replaced it with an X, in a move that erased one of the world's most recognisable brands overnight. Dozens of accounts commented on the change. This American chain's account, famous for its bite, summed it up in six words by playing on the double meaning of the letter.
«That's his most expensive X yet 😮»
The joke is not about the logo, it is about the price of a decision. And it works because it accuses nobody of anything: it simply places the X next to the word «expensive» and lets the reader do the arithmetic. It is the hardest kind of wind-up to answer, because technically it has said nothing at all.
Source: Marketing Directo
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