Be the ‘Final Boss’ of your moment in the spotlight

Has organic social met its Final Boss? No, but the newly crowned ‘Ibiza Legend’ or ‘Ibiza Final Boss’ should enjoy his time in the sunny spotlight, says Lucy Baker, creative director, Earnies.

Jack Kay, a 26-year-old from Newcastle, could hardly be accused of keeping it lowkey on his recent Ibiza holiday, but even he couldn’t have anticipated the viral fame his… bold style choices would garner.

The lad went viral on TikTok for his distinctive bowl haircut, sunglasses, gold chain, and energetic dancing at Zero Six West Ibiza. The viral video, which amassed over 18 million views, sparked a global meme frenzy, with brands quickly capitalising on his fame.

Booking.com promptly offered Jack Kay a free extended stay in Ibiza to keep the party going. It commented on his Instagram: “Hey legend, we wanna get you back to Ibiza for an extended stay. Check your DMs”. Its agency, Brands2Life, executed a rapid response to newsjack the meme, much of which is sadly paywalled.

Currys, meanwhile, posted an edited image of a Henry Hoover vacuum cleaner styled with Kay’s signature chain, beard, and sunglasses, captioned “The real Ibiza final boss.” The post was reshared by Kay on his Instagram Story, amplifying its reach.

Greggs also got involved, sharing a photoshopped image of its gingerbread man styled as the Ibiza Final Boss, aligning with the meme’s humorous tone.

Gingerbread Man final boss https://t.co/qMADdTkJSW pic.twitter.com/MLkREDuaoy
— Greggs (@GreggsOfficial) August 6, 2025

Final thoughts

Ah, our newfound bowl-haired, perma-tanned idol. A gift to brands looking to jump on a quick trend. And boy, have they.

I see ‘The Final Boss’ as an ephemeral figure, soon to be filed in the Summer 2025 archives. So my advice to the legend himself would be, ‘make hay while the sun shines’.

And to brands: Is this veneered Stella drinker the right fit for your audience? If yes, act now before he becomes as booked up as Bonnie B, and then yesterday’s news.