The Viral Power of “Doing Nothing”: How the ‘Wicked’ Press Tour Foreshadows a New Era of Performative Connection
The internet has a peculiar habit of fixating on the seemingly insignificant. Right now, that fixation is a video of Cynthia Erivo meticulously adjusting Ariana Grande’s necklace on a red carpet. A necklace that, as countless online observers have pointed out, didn’t need adjusting. But this isn’t just about a funny moment; it’s a microcosm of a larger trend: the increasing importance of performative connection and the viral potential of authentic-seeming, yet ultimately trivial, interactions. As the hype for Wicked: For Good intensifies, this “necklace moment” is resurfacing, reminding us that in the age of social media, even the smallest gestures can become cultural touchstones.
The ‘Wicked’ Effect: A Masterclass in Viral Marketing (and Genuine Rapport?)
The buzz surrounding Wicked isn’t solely due to the beloved source material. It’s fueled by the undeniable chemistry – and the often-analyzed dynamic – between its stars, Cynthia Erivo and Ariana Grande. From the beginning of press engagements, their interactions have been relentlessly dissected, shared, and memed. The necklace incident, initially shared by @arianareels on October 12, 2025, is just the latest example.
that necklace did not need any fixing i’m crying pic.twitter.com/W6G5231YkH
— ariana reels (@arianareels) October 12, 2025
The video’s resurgence, coupled with the viral quote “I see why people thought they were crazy,” speaks to a broader cultural fascination with observing relationships – particularly those of public figures. It’s a fascination that extends beyond simple gossip; it taps into our desire for authenticity, even when that authenticity is carefully curated. This isn’t a new phenomenon, but the speed and scale at which these moments spread are unprecedented.
From Funeral Parlor “Work” to Necklace Faffing: The Power of Relatable Absurdity
The comparison to the viral video of a woman seemingly “working” in a funeral parlor while doing absolutely nothing is particularly insightful. As highlighted by @hawt____rod, the parallel lies in the appearance of activity without any tangible result.
I will laugh about that video til I die.
https://t.co/dmDJin0dQK pic.twitter.com/MuaEGDKyAh— Rod (@hawt____rod) October 13, 2025
Both videos resonate because they expose a subtle absurdity in everyday life. They’re relatable in their pointlessness, offering a momentary escape from the pressure to be constantly productive. In a world obsessed with optimization, there’s something strangely comforting in witnessing someone meticulously adjust a perfectly fine necklace.
The Rise of “Soft Content” and the Attention Economy
This trend aligns with the growing popularity of “soft content” – easily digestible, emotionally resonant material that doesn’t demand intense cognitive effort. Think ASMR, satisfying videos, and, yes, celebrity interactions. In the attention economy, where our focus is constantly being pulled in multiple directions, these moments of low-stakes engagement offer a welcome respite. They’re shareable, meme-able, and provide a common ground for online connection. The Wicked press tour is becoming a case study in how to leverage this type of content to build anticipation and engagement.
Beyond ‘Wicked’: Implications for Brand Marketing and Influencer Culture
The success of the Wicked campaign – and the viral life of the necklace video – offers valuable lessons for brands and influencers. Authenticity remains crucial, but it’s increasingly about perceived authenticity. Consumers are savvy and can spot contrived interactions. However, they’re also drawn to moments that feel genuine, even if they’re ultimately inconsequential.
This suggests a shift away from polished, overly-produced content towards more raw, unscripted moments. Brands should consider embracing the “messiness” of real life and allowing their spokespeople to be themselves – even if that means occasionally adjusting a perfectly good necklace. Furthermore, understanding the power of relatable absurdity can unlock new avenues for creative marketing.
The Future of Connection: Will We All Be Adjusting Imaginary Necklaces?
The viral spread of the Wicked necklace incident isn’t just a fleeting moment of internet amusement. It’s a sign of a deeper cultural shift. We’re increasingly seeking connection in the mundane, finding joy in the absurd, and valuing authenticity – or the illusion of it – above all else. As the Wicked press tour unfolds, expect more moments of “doing nothing” to capture our collective attention. And perhaps, in a world saturated with information, that’s exactly what we need.
What are your predictions for the next viral moment stemming from the Wicked press tour? Share your thoughts in the comments below!
