If you’ve been anywhere near TikTok, Instagram or even a recent UK arena, you might have noticed thousands of fans donning bald caps, aviator sunglasses and suits; all emulating the one and only Mr Worldwide – Pitbull.

The 2000s rap icon has made an unexpected comeback, not through a new hit single, but via an explosion of fan-driven affection for his unique persona. What started as a bit of a joke has morphed into a cultural moment, with fans creating a uniform look that turns concerts into a sea of Pitbull clones. His influence has expanded beyond his music into something much more fun and immersive.

But amongst this lies something else – an interesting opportunity for brands. As whenever there’s cultural traction, there’s often a clever brand ready to join in. This time, it’s Specsavers.

Specsavers shows how to move quickly and creatively

In a recent TikTok, Specsavers joined the Pitbull movement with a timely piece of reactive content. The video opens with “Pitbull” walking into a branch for an eye test. When asked the standard questions you’d expect when having your eyes checked, he responds rather deadpan, with his lyrics.

The video peaks with the Optometrist saying: “So Mr Worldwide, you’re long-sighted”, to which Pitbull replies: “Took my sight from a negative to a positive, just wanted you all to know that” (a very minor tweak from the very popular “Give Me Everything”).

It’s a smart, quick video. It doesn’t over-explain the joke, and it respects the silliness of the trend while bringing it firmly into the Specsavers universe. The brand didn’t try to force a connection, they found one that was already there, and dialled it up.

And importantly, people have loved it. The post is being widely shared, praised in the comments, and applauded for being clever. This is a case study in what brands mean when they talk about “jumping on a trend” and doing it well.

Why this works: tone, timing and trust

So what made this content land? First, the tone. The humour feels authentic to both Pitbull’s image and Specsavers’ well-established brand voice. They’ve long traded on quick wit and comical ads – this was a natural evolution.

Second, the timing. It was posted just as the Pitbull phenomenon was reaching its peak in the UK, particularly with his arena tour generating viral moments of its own. Specsavers didn’t wait until the trend was fully mainstream (and therefore over).

Third, there’s trust – specifically, internal trust. For a piece like this to go live quickly, there needs to be confidence in the social and creative teams to take risks without lengthy approvals. That’s often where larger organisations struggle. The brands who consistently win at this sort of cultural agility are the ones that have empowered their teams to act at the speed of culture.

What marketers can learn from Pitbull (yes, really)

There are a few core lessons here for marketers, whether you’re in FMCG, tech, retail or beyond.

1. Culture doesn’t always look like you expect. Pitbull might not be a current chart-topper, but he’s a nostalgic figure who has become memeable – and in doing so, has found a new generation of fans. Cultural relevance isn’t about who’s new, it’s about who’s resonating.
2. Creativity doesn’t require huge budgets. Specsavers’ TikTok likely cost far less than a traditional campaign shoot – but by being timely and clever, it delivered outsized impact. The ROI on well-executed social content continues to prove itself.
3. People want to feel in on the joke. Audiences don’t just want brands to see what’s happening – they want them to join in, and do it in a way that feels knowing. This sort of participation builds affinity because it’s entertaining first, and branded second.

The Pitbull trend is a reminder that brand building in 2025 isn’t just about consistent messaging and polished campaigns. It’s about having the agility and courage to jump into a moment, even when it may seem a little out there.

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