Every brand this year: AI
A So Hot Right Now post.
Everyone at work suddenly owns the same water bottle. It is enormous. It has motivational times printed on the side. The supermarket has run out of one particular cheese. A cooking video has done this. The cheese is so hot right now. Your friend has discovered sourdough. Last year it was cold showers. Next month it will be something you haven't heard of yet. Your nan has learned what a podcast is. She has three. She recommends them at lunch, unprompted. **Why it caught on:** in Zoolander (2001) Will Ferrell's fashion designer Mugatu sits in the front row and explains the new star model to anyone who'll listen: "Hansel. He's so hot right now." The line fits every craze, gadget and food everybody wants this week and has forgotten by next month.