【Sex On Phone (2025)】

A Gucci campaign for watches is Sex On Phone (2025)probably the last place you'd expect to see the Arthur meme, or a post featuring the words "me vs the guy she says I shouldn’t worry about." But, these beloved memes are the focus of a quirky ad campaign that's currently dividing the internet.

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Gucci enlisted the help of "international meme creators" to create a series of Instagram memes for its latest advertising campaign -- a collaborative project called #TFWGucci -- for timepieces. But, while some people are loving the fashion house's foray into internet humour, many of its Insta followers have been left scratching their heads.

Meme creators were approached by the fashion house to create memes featuring timepieces from different Gucci lines, including the Le Marché des Merveilles collection of watches. And, according to a statement from the brand, many of the memes are the "result of a two-way or three-way collaboration."

The campaign intends to demonstrate Gucci creative director Alessandro Michele's "desire to engage with a wider creative community than that which traditionally locates around the world of fashion."

One of Gucci's memes -- created by meme maker @champagneemojis -- was inspired by the beloved Arthurmeme.

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Commenters were pretty divided over the use of the Arthur meme in the ad campaign.

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"Yo gucci being extra," wrote one commenter on the Arthur meme post. "Gucci should delete their account," wrote one unamused Instagrammer. "Am I having a stroke or is this the official Gucci Instagram??" wrote another confused commenter. But, some happened to really like the meme. "Gucci is killin the game w/ their memes rn," wrote one Instagrammer.

Another Gucci meme -- created by American painter @austinleee -- was also the subject of derision.

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"What is this even???" wrote one commenter. "It's like a bad meme account idk what to do w any of this," wrote another.

A meme by art student @ddavidonaldd and @kchayka was met with countless requests for the brand to "please stop". Meanwhile, others found the meme pretty hilarious. "OMFG LOVING THE MEMES!!!" wrote one commenter.

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"Okayyyy we get it oh my god," wrote one Instagrammer. "Hopefully, this will be the last meme you post," implored another. One of the memes proved to be a real hit. @cabbagecatmemes created a "guy she says I shouldn’t worry about" style meme for Gucci, to the delight of Gucci's followers.

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"Hahah gucci is lit," declared one commenter. "Gucci making memes is giving me life," wrote another. "OMGGGG YASSSSSS," said one Instagrammer of the meme.

A+ for effort, Gucci.

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Topics Instagram Advertising Memes