There are many great stories coming from the Golden Globes this weekend. From Jim Carrey getting "kicked out" of his seat, to Melissa McCarthy smuggling in over thirty ham sandwiches, Hollywood's elite certainly didn't disappoint with their crazy antics. But one story has stood out among the rest - and, strangely enough, it didn't involve any celebrities at all.
Potentially the biggest story of the entire event revolved around a woman handing out bottled water on the red carpet. Dubbed "FIJI Girl," the woman appears in the background of a huge number of the snaps from the event. She's brandishing a tray of the iconic water bottle, and almost looks as if she's stumbled upon the event by accident.
Funny as these images are, people have started to question the publicity stunt. There may be a darker side to this meme than we initially realised.
This weekend marked the start of awards season.The Golden Globes were held on Sunday, to celebrate the year's achievements in film and television.
The Freddie Mercury biopic Bohemian Rhapsody took home the top award.Other winners included Olivia Colman for The Favourite, Sandra Oh for Killing Eve, and Richard Madden for Bodyguard.
But for eagle eyed viewers, the winners weren't such a huge part of the story.Very quickly people started to notice something weird going on on the red carpet.
The biggest star on the red carpet?Well, it seemed to be a lowly bottle of water.
Well, not too lowly.FIJI claims to be the best of the best in terms of bottled water, thanks to the mineral blend. It supposedly gives the water its signature smooth feel and gentle, soft flavour. The iconic bottle helps, too.
People couldn't help but notice its red carpet presence.
This woman holding FIJI Water at the #GoldenGlobes truly came to SERVE. https://t.co/Aln54zOhKY— E! News (@E! News)1546819480.0
The server was posing as well as the stars.
This woman isn't nominated for anything, she's just holding FIJI Water for the celebs on the red carpet whilst milk… https://t.co/qmbazgs5yl— British GLAMOUR (@British GLAMOUR)1546819735.0
Page Six even termed her the MVP of the event.
The real MVP of the Golden Globes: The Fiji Water model https://t.co/1E2anhlb1X https://t.co/0W8Ks8V9Yb— Page Six (@Page Six)1546901641.0
Twitter found the girl particularly hilarious.
That Fiji water girl is really out here stealing scenes #GoldenGlobes https://t.co/1BH9Br3iOB— imamess (@imamess)1546825924.0
In fact, social media thought FIJI Water Girl was the real winner of the awards ceremony.
A woman serving Fiji Water to the attendees has been crowned the winner of the red carpet at the #GoldenGlobes by s… https://t.co/n21rfFkfZx— Los Angeles Times (@Los Angeles Times)1546825784.0
The images are pretty funny.There's something about the way the girl looms over celebrities shoulders, while maintaining an almost spooky, deadpan eye contact with the camera that just tickles the funny bone.
As you may already have guessed, this "waitress" isn't really a waitress at all.
Here she is posing on the red carpet.Cuthbert is standing behind Sabrina Dhowr, Isan Elba and Idris Elba, star of television's Luther.
The girl is omnipresent in red carpet photos.Her she poses behind Amy Adams and Darren Le Gallo.
She really worked hard to make her presence felt.She's posing just as hard as Holly Taylor, star of television's The Americans.
One reason for FIJI Girl's instant popularity?
The Fiji water girl came here to serve 💅🏻 #goldenglobes https://t.co/dXPjzZRxCw— TechMuzz (@TechMuzz)1546824439.0
This is one of our faves.There is an absolute ton of FIJI Water related meme content online for you to enjoy.
But there may be a darker side to all this hilarity.
Fiji Water Girl helps earn company over $12 million in ad impressions at the Golden Globes https://t.co/ZX2rgvOjZA… https://t.co/uJ7EDwVC4q— Yahoo Finance (@Yahoo Finance)1546905663.0
FIJI are clearly loving the internet attention.Their Twitter feed is currently bursting with fresh memes and jokes about their viral fame.
Somehow, this makes the whole thing seem a little less funny.The Cut, Cuthbert knew exactly what she was doing while posing for these photos. "It's calculated," she admitted.
Vox have explored the dark side of this meme phenomenon.
Fiji Water is part of an industry built on extreme wastefulness and manufactured demand — one leaving a potentially… https://t.co/a6SDcswdLx— Vox (@Vox)1546917302.0
For one thing, the company has a dodgy tax history.Their location of FIJI gave the company a tax-haven status. "FIJI Water has tried to present a positive public face," says author Aja Romano. "But it may be a mask." And what better mask than a funny, pretty, internet-friendly girl?
And that's not even getting started on the ecological impacts.
Suddenly these memes seem a little less funny.
replaced the Golden Globes with Fiji water #Fiji #GoldenGIobes https://t.co/HkTN20JJ9F— welcome (@welcome)1546845394.0
Could this be the most pernicious ad campaign ever?FIJI have essentially tricked people into sharing advertising materials dressed up as fun, fresh content.
One Twitter user created a fantastic, thoughtful thread.
I've been thinking about Fiji water girl -- specifically about how we as a culture often mindlessly accept a narrat… https://t.co/egaTM4PGY3— jeremy (@jeremy)1546884256.0
After all, FIJI Water were sponsoring the entire event.Here, famous actors John Krasinski and Richard E Grant pose at a table littered with discarded plastic water bottles.
The Vox piece points out something inherently worrying about our culture.
“If you need any better proof that we’re all now living in a dystopia, merrily celebrating the instruments of our o… https://t.co/wze0lvyUAK— demonstrousproductio (@demonstrousproductio)1546883661.0
Although we shouldn't feel too guilty.
In conclusion: are we bad people for sharing the Fiji water girl photos? No. I am just sending out a friendly remi… https://t.co/xfybyLkqCK— jeremy (@jeremy)1546889623.0
2019's meme year has got off to a really intriguing start.
tired: spilling tea wired: serving fiji water #GoldenGlobes https://t.co/TTou8mz8Cs— Alp Ozcelik (@Alp Ozcelik)1546822166.0