French photographer Stephane Cardinale snapped this great image above at the 74th Cannes film festival earlier this month. It was a publicity shot for Wes Anderson’s new film The French Dispatch and featured Anderson (second left) with actors Timothée Chalamet, Tilda Swinton, and Bill Murray. The photo is wonderfully awkward and was immediately picked up on social media for what Vulture called “extremely mismatched — and extremely on brand — fashion choices”. Vulture tweeted the photo with the caption “tag yourself” and many did. The best examples I saw of the memes that followed was Christopher Bonanos’s “Book proposal, manuscript, publication day, sales figures” and Tim Callanan’s “French Open, Wimbledon, US Open, Australian Open”.
Several more appeared in the following days as the meme lended itself to anything with four contrasting components. Then on Wednesday Channel Seven news came live from a party at Southbank as the 2032 Olympics decision was about to be announced from Tokyo. This was an underwhelming announcement as Brisbane was the only city in the “race” as announced a few months earlier. Queensland premier Annastacia Palaszczuk copped flak for flying to Tokyo during the pandemic but hosting an Olympics is a big deal and they still had to present to the IOC to prove the city could pull it off.
That evening at 6.30pm Queensland time, Channel Seven went live to Tokyo where IOC president Thomas Bach announced the winner. In the seconds it took him to say “And the winner is….” there was bizarre tension for a supposed one horse race. It quickly evaporated – Brisbane it was – and cue an explosion of delight in Southbank. I have ambivalent feelings about the Olympics and its purported benefits but was pleased my home town had won it. On Twitter I noted that it would have been hilarious had any other city had been named instead.
I also noted other early reactions including someone who pointed out the next four Olympics were in Tokyo, Paris, Los Angeles and now Brisbane. What immediately struck me was the incongruity of Brisbane in that list of alpha cities and the second thing was there was four cities on the list. I immediately thought of the Cannes meme and checked out the photo to see if it worked. Chalamet was obviously not Japanese but looking hopefully into the distance with his young geeky wear he could pass for Tokyo (particularly as this was the Games no one could dress up for). Onto Anderson and his presumably expensive white suit. Paris? Yeah why not. Then the impossibly cool Tilda Swinton in her even more expensive blue suit, and the lipstick and the hair, not to mention those shades. LA? Definitely! Finally Bill Murray, so utterly different from the others and yet comfortable in his holiday-wear, happy to stare off into a future 11 years away. He looked relaxed and Australian, something captured in the tennis version of the meme. But the Australian Open is played in supercool (in every sense) Melbourne where no-one dresses like that. Brisbane, however, was perfect.
This summarised 10 seconds of decision making in my head then another 10 seconds to confirm this indeed was the order of the next four Olympics. I crafted the tweet around 15 minutes after the announcement. Just seven words “Next four Olympics Tokyo, Paris, LA, Brisbane” with the picture. I was pleased with my work. I have a modest amount of followers, but I have been around the platform since 2009 so I was sure this would attract some attention, As soon as I saw influential people in my followers retweeting or liking it, I saw this would do particularly well. One person early on was critical in a polite way: “LA and Paris don’t really work though! Sorry”. Most thought I’d nailed it, and everyone, including the polite fashionista, seemed to think it was funny.
I went to bed that evening with likes and retweets slowly climbing and it kept gathering pace as other parts of the world got into their day. One guy said “this perfection should end this meme”, while proud Brisbanites (and Bill Murray fans) said “By far the best one is Brisbane, wouldn’t want I any other way”. Daniel Hopkins went all caps for Murray as Brisbane. “I LOVE BRISBANE, HE SUCH A GREAT GUY!!!!” “Canberra Muse” said “People are so quick and I am *here* for it” while Steve Allen said “The first gold medal goes to…” a thought echoed by “I think this one is the winner” and “the accuracy of this”. There were GIFS of perfection and standing ovation.
On it went on Thursday morning as the likes climbed into the thousands. Lance Masina thought it was funny but said “Ya’ll leave my hometown alone.” Presume he meant LA. On it went. “Timmy’s Olympics would be lame as shit.” wrote one, clearly not a fan of Chalamet’s work. The “meme winner” theme continued. “This is the only good one”, “This is the winner. Pack everything else up, we’ll send the full results to the listserv”, while Lucile thought it was “rude but true”. Matthew Clayfield reminded me how close I was sailing to the wind: “This meme got old quickly, but this is correct.”
Even formidable Crikey political writer Bernard Keane was impressed, “OK this is the only one of these that I reckon is absolutely dead on. Perfect.” That was generous of him. Many years ago, I saw a photo of Keane and I was struck by the physical resemblance to the great Irish writer Samuel Beckett, I don’t remember Keane’s exact response but sadly, he did not find it flattering.
Not everyone was seeing the funny side. Scottish tweeter “StewMcD” was not happy with the bread and circuses of the Olympics. “Hopefully, during that period, commonsense might creep out and either scrap the corrupt, extravagence (sic) of Olympics and relocate them permanently to Athens, with international financial aid (or end them).” Buddy Hasgeny wrote “the least appealing Australian capital city is now set to also become hopelessly insolvent by 2032.” “El Presidente” thought it was “boredom in four installments”. Klaus Kaulfuss said “Next 4 Olympics, people/families will still be sleeping rough.”
These quibbles were swamped by the lol and rofl emojis. And hats off to Terry Baucher. Having liked the tweet the night before, Terry admitted a day later he was “still crying over this”. Alicia Powell wasn’t much interested in me or the Olympics. “I would love to be trapped in a lift with these 4 people,” she said. Nory wrote “もしくは裸足か” which Google translates from Japanese as “or barefoot” so I’m none the wiser. On it went through Thursday and into the night. It wasn’t until Friday morning that it ran out of juice. People finally moved on. The tweet had nearly 550,000 impressions, 32,500 engagements, nearly 20,000 clicks on the photo, nearly 5000 likes, over 800 retweets, almost 700 profile clicks, 252 link clinks and a handful of new followers, who no doubt are underwhelmed by my subsequent content. They were big numbers though I then saw a funny video featuring a squirrel that got 10 times my traffic.
Like the squirrel, my tweet was ephemeral and fun while it lasted. In these days of serious viruses, it was fun to watch harmless viral content do its thing. I only wish they congregated in similar numbers at the rest of my writing. Timing is everything, I just got in quick with that one. But it is a reminder to strive to make all my writing as spot on as that one tweet. I’m keen to see The French Dispatch when it lands on our shores, hopefully sometime before the Brisbane Olympics.