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Dude With Sign

Instagram account

Dude With Sign
Phillips in 2023

Instagram information
Page	dudewithsign
Years active	2019–present
Followers	8 million (October 30, 2023)

Dude With Sign is an Instagram account that features Seth Phillips holding protest signs about everyday issues. It is produced by Jerry Media.

History

The New York–based company Jerry Media (formerly Fuck Jerry) is known for producing viral marketing material.^[1] Jerry Media founder Elliot Tebele came up with the idea of writing whimsical messages on protest signs, posting a few on Instagram, and employee Seth Phillips later picked up the idea.^[2]

Dude With Sign posts generally show an expressionless Phillips in sunglasses holding a cardboard sign on a busy SoHo street corner.^[2]^[3]^[4] The signs communicate trivial grievances and observations about modern life.^[2]^[3]^[5] Phillips's first post, featuring a sign reading "Stop 'replying all' to company wide emails", went viral in October 2019.^[1]^[4] His next, saying "Seinfeld is way better than Friends", also went viral.^[6] Dude With Sign had 1.4 million followers by December 2019 and four million by the end of January 2020.^[3]^[4]

Sponsored content appeared on the account by early 2020, including advertisements for Old Spice, Sprint, and Justin Bieber's album Changes.^[1]^[6] Later partnerships have included ads for multiple underwear brands,^[7]^[8] a Super Bowl ad for Bud Light Seltzer Lemonade,^[9] and informative COVID-19 pandemic posts partnering with both the World Health Organization and President Joe Biden.^[10]^[11] BuzzFeed News reported in 2023 that at least seven lawsuits had been filed against companies that had created their own Dude With Sign ads without permission.^[2]

References

1 2 3 Hanks, Douglas (February 1, 2020). "This is Miami's first Instagram Super Bowl. One sign: the Dude with Sign is here". Miami Herald. Retrieved October 30, 2023.
1 2 3 4 Notopoulos, Katie (April 7, 2023). "The 'Dude With Sign' Instagram Account Sure Does Sue A Lot Of Brands". BuzzFeed News. Retrieved October 30, 2023.
1 2 3 Guirguis, Sarah (December 19, 2019). "Dude With Sign Speaks On Behalf Of All Millennials". Flair. Retrieved October 30, 2023.
1 2 3 Mneimneh, Razan (January 31, 2020). "Stop whatever you're doing, Egypt has its own 'Dude with Sign'". Step Feed. Retrieved October 30, 2023.
↑ Sengupta, Trisha (December 10, 2019). "'Dude With Sign' is all about a man protesting about random things and they're absolutely relatable". Hindustan Times. Retrieved October 30, 2023.
1 2 Mun, Lauren (February 21, 2020). "Instagram sensation @dudewithsign becomes commercial figure". The Daily Targum (student newspaper). Retrieved October 30, 2023.
↑ Chan, Tim (January 14, 2021). "The 'Dude With Sign' Launching an Underwear Campaign Is Peak 2021 (and It's Only January)". Rolling Stone. Retrieved October 30, 2023.
↑ "Tom Brady is a marketing genius, hires 'Dude With Sign' to promote underwear". Marca. June 20, 2022. Retrieved October 30, 2023.
↑ Frediani, Bastien (March 23, 2021). "Why My Favorite Super Bowl 2021 Ad Is Not A TV Ad". Think Bastien. Retrieved October 30, 2023.
↑ Tay, Alison. "How Dude With Sign Became the World Health Organisation's Secret Weapon Against Coronavirus". Grazia. Retrieved October 30, 2023.
↑ Lahut, Jake (August 13, 2021). "Biden holds sign with 'Dude with Sign' at White House to promote vaccines for young people". Insider. Retrieved October 30, 2023.

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