Macy’s Thanksgiving Day parade goes virtual, Facebook launches climate change hub and Lego promises to eliminate plastic packaging

Hello, communicators:

New York Governor Andrew Cuomo tweeted a video PSA from actor and “certified young person” Paul Rudd touting masks:

https://twitter.com/NYGovCuomo/status/1305612543801647104

In the video, Rudd says:

So fam: Let’s real talk. Masks? They’re totally beast! So, slide that into your DMs and Twitch it. Vibe check: Yaas queens, like ourselves, we want to go to bars, drink, hook up, do our TikToks. …Yo. Listen, hypebeasts. Masks protect you and your dank squad, because caring about other people is the new not caring about other people.

The clever move showcases the power of humor. Though Rudd says that he “shouldn’t have to make it fun” to wear a mask, the fact that it’s funny is what is making people share it—and why it’s racked up more than 2.9 million views in less than 24 hours. (The same video shared by First We Feast racked up an additional 2.2 million views so far).

There’s another lesson to glean from this effort. When you try to adopt younger generations’ slang—especially when it doesn’t fit your brand voice—you sound just as ridiculous as Rudd. From brands however, consumers don’t find it funny.

Here are today’s top stories: