The summer of ambient TV ends abroad with Emily in Paris
May faded into June with promises of new music, warm weather, and blockbuster-worthy seasons of fan-favorite shows. Whether anxiously waiting for the continuation of House of the Dragon, Bridgerton, or The Bear, pre-show promotions promised viewers a summer of high-quality binge watching. But as we transition into fall and the second installment of season four of Emily in Paris grows closer, a different outlook on the predicted ‘cancel-all-your-plans-to-watch’ summer emerged: ambient viewing.
Did the trend of occupying time while watching TV emerge because of our fast-paced world and the need to stay busy, or theatrically, did the anticipation of new seasons fall flat? Opinions on this summer’s wildly popular TV line-up may have varied depending on genre. Was the prequel House of the Dragon filled with too many side quests of Daemon chasing ghosts, leading to less focus on the screen, and more time aimlessly scrolling Instagram? Yes. Did viewers find happiness in Colin and Penelope’s love story, yet spend most of the time half-watching while folding laundry or cooking dinner? Perhaps. For many, the hype leading up to the release of a drama, or a coveted romance, led to disappointment – but the habit of ambient watching goes beyond just high expectations.
Takeaways
And what about Emily in Paris? Filled with quirky characters, cringey dialogue, and a delightfully frothy plot, the show is designed to be consumed ambiently and viewers love and hate it. “If you asked me what Emily from Emily in Paris’ last name was, I’d be like “In Paris” one user on X claimed. “Several things can be true at once,” wrote another. “Emily in Paris is one of the worst shows I’ve ever seen. I finished it in one sitting.”
Such temperamental feelings towards a show – one that took lots of time and even more money to develop – should be a marketer’s worst nightmare. Yet those working behind the scenes of S4 of Emily in Paris leaned into the mantra “if you can’t beat them, join them” when it came to their ambient watchers. The last few years have not just been expeditious, they’ve been overwhelming, and attention spans have grown almost nonexistent. Instead of attempting to capture unyielding attentiveness towards a show through unpredictable plot twists or emotion-stirring scenes, Emily in Paris gave their audience exactly what they wanted – and expected. Unhinged marketing campaigns, camp designer wear, and a love-triangle that everyone predicted by season two. It’s the perfect example of gloriously mindless TV: a show that you can half-watch (while online shopping for Emily’s lime green Dea Mules) and still not miss a thing.
Beyond excited my girl Emily in Paris is back. I’ve watched every episode and have not a single memory of last season, the names or any characters or anything else aside from the fact she has a job in Paris. It’s perfect TV. May it run for 1000 seasons. pic.twitter.com/56VxHiCHYk
— Tim Popp, Six, Squish, Uh uh… (@popphits) August 16, 2024
Behr’s ‘Rumors’: Turning color into a trendsetting power move
Behr’s Color of the Year is certainly never an impulsive choice. Their 2025 Color of the Year, “Rumors,” is the result of a year-long dive into global trends across fashion, tech, and design, culminating in this nostalgic, yet empowering ruby red. The shade of choice taps into Gen Z’s love for daring colors, steering away from millennial neutrals. Behr’s campaign doesn’t just stop at paint; it’s teaming up with Olive & June for matching nail polish and splashing “Rumors” across ESPN’s College GameDay. With a history of tripling sales within 90 days of launching a hero color, Behr’s goal is clear: make bold the new normal, one wall at a time.
Takeaways
“Rumors,” is more than just a color—it’s a masterclass in trendsetting marketing, showing how a smart strategy can manifest in a cultural touchpoint. Behr’s savvy cross-industry partnerships demonstrate how to extend the application and steadfast influence of their product. The approach proves that capitalizing on broader trends and aligning with popular culture is crucial for elevating a brand’s impact. Behr’s offers a fresh perspective on how to “paint outside the lines” and creatively engage consumers in a deeper way.
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‘Pommel Horse Guy’ Stephen Nedoroscik to join Dancing With the Stars
While the entire US men’s gymnastics team excelled at the Paris Olympics, earning a bronze medal in the team event and ending a 16-year medal drought, everyone’s favorite bespectacled main character, “Pommel Horse Guy” (a.k.a. Stephen Nedoroscik), undoubtedly stole the show. With the final performance of the night, NBC counted down the 2-plus hours he waited to compete with its “Nedoroscik Pommel” timer firmly placed in the bottom corner of the screen. X (formerly Twitter) went crazy, with user @rydandelion proclaiming “currently couldn’t be more obsessed with steve the nerdy pommel horse guy. i discovered his existence one hour ago and now he’s my american hero.”
Now, Nedoroscik will be jumping off the horse and strapping on his dancing shoes as he competes on Dancing with the Stars, where he recently became the first celebrity announced for the upcoming season.
Takeaways
While he becomes the first male gymnast to ever compete on the show, he’s certainly not the first Olympic gymnast to take on the ballroom dancing competition. He joins a pedigree of female gymnasts, including Simone Biles, Suni Lee, Nastia Liukin, and past winners Shawn Johnson and Laurie Hernandez. Like the ladies that came before him, Nedoroscik has a chance to extend his window of fame and cement himself in the American psyche with more memorable performances this Fall.
“Pommel Horse Guy” offers a lesson in capitalizing on a viral moment to build a brand. He could have basked in his 15 minutes of fame and faded into obscurity after the internet moved on to its next viral star, but his decision to join Dancing with the Stars proves he’s not ready to leave the spotlight. It’s a step that can help start to build a brand and mirrors the tactics of some of the female gymnasts mentioned above. Laurie Hernandez’s story offers many parallels. She also had viral moments in Rio in 2016, where her smile and energetic gymnastics earned her fans. She went on to become the youngest person to ever win the mirror ball trophy and later inked a deal with NBC to commentate at the Paris Olympics. Nedoroscik has an opportunity to take a similar path if he plays his cards right, turning his viral moment into a career.
While we can’t control or predict what will go viral or take social media by storm, there is a great lesson here for aspiring celebrities and brands alike. Always be ready to capitalize on a moment and leverage it to gain further eyeballs and celebrity.
Olympic medalist Stephen Nedoroscik is excited to channel his inner Superman when he hits the ballroom floor on season 33 of @officialdwts! 🪩https://t.co/TTPrvYnbdj pic.twitter.com/M8zkN0b3n7
— Good Morning America (@GMA) August 22, 2024
Coco Ho and the rise of influencer marketing in surfing
Surfers used to be confined to competing on WSL Tours in order to make a living off the sport, but with the rise of social media and influencer marketing, alternative routes to professional success have emerged. Both surf and non-surf-related brands alike are interested in capitalizing on the sun-kissed, salty lifestyle of these optimistic athletes. Professional Hawaiian surfer, Coco Ho, retired from touring, noting that the mental and physical exhaustion of competing was making her lose her passion for the sport. Without the external pressure of competing, she has rediscovered her love for surfing, traveling, and improving her skill while making a living off her own brand, XO COCO, and partnerships with brands like Dove, paving the way for other surfers to do the same.
Takeaways
The rise of influencer marketing in surfing is exciting for a few reasons. It allows for those who love the sport to make a living off it without having the pressure to train and perform at their highest level. This can be hugely positive for professional surfers’ mental and physical health, allowing for a more sustainable professional career. Brand partnerships can be a great way for surfers to make a living, while maintaining a degree of separation between their athletic performance and their livelihood. Secondly, surf influencer marketing extends opportunities to less accomplished, but equally passionate, surfers to make a living off the sport without ever needing to go head-to-head with Kelly Slater. While the rise of social media’s presence in surfing comes with its own risks, like revealing spots, it comes with expanded opportunities for those looking to make a living off of what they love. So long as whoever has the mic is mindful of the sport’s longstanding culture, history, and rules, influencer marketing can be hugely positive for the surfing community and partnering brands.
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