And the winner for Next Bit of Hip Jargon Destined to Wind Up in an Ad for a Tired,Dated Brand is…

…”I’d hit that.”

The critical moment may have been when Gabourey Sidibe said it about Gerald Butler on the Oscar red carpet show.

You watch. “I’d hit that” will wind up being the new theme for Pepsi or Bud Light or KFC in, oh, 12-18 months. That’s the usual time lag.

The ur-moment for this type of thing was when Buick–Buick!–appropriated “It’s all good” for a while in the early 2000s. Although I guess car companies would shy away from this one. “I’d hit that” and unintended acceleration problems don’t mix, even in adland.


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