Andrew Garfield and Florence Pugh: The Internet’s New Obsession with a Yellow Horse from ‘We Live in Time’

The internet has a new darling, and it’s not the stars of the upcoming romantic comedy ‘We Live in Time,’ Florence Pugh and Andrew Garfield. Instead, it’s a quirky, mustard-yellow horse featured prominently in the film’s marketing campaign. This unexpected sensation has taken social media by storm, turning what might have been a routine promotional effort into a viral phenomenon. The horse, part of a merry-go-round scene, has become the focal point of memes, jokes, and even fan art, overshadowing the film’s human stars in a way no one could have predicted.

‘We Live in Time’ is being marketed as a heartbreaking romcom with British accents, a genre that has seen its fair share of hits and misses. However, the film’s marketing team has struck gold with their unconventional approach. The yellow horse, which appears in a key promotional image alongside Garfield and Pugh, has captured the imagination of the internet. This image, showing the couple in an emotional moment with the horse in the foreground, has sparked endless humor and curiosity online. Memes featuring the horse have proliferated across platforms like Twitter, Instagram, and TikTok, drawing attention to the film in a way traditional marketing methods might not have achieved.

The film’s stars, Andrew Garfield and Florence Pugh, are no strangers to the spotlight. Garfield, known for his roles in ‘Spider-Man’ and ‘Hacksaw Ridge,’ and Pugh, celebrated for her performances in ‘Midsommar’ and ‘Black Widow,’ bring significant star power to ‘We Live in Time.’ Their chemistry was evident when they presented an award together at the 2023 Oscars, where it was also revealed that they would be starring in the film. A trailer released last month hinted at a quirky love story with possible elements of tragedy and time loops, adding layers of intrigue to the film’s narrative. Yet, despite their star status, it’s the yellow horse that has stolen the show.

The viral success of the yellow horse can be attributed to a clever online marketing campaign. A no-name Twitter account, created specifically for this purpose, released a new promo shot featuring Garfield, Pugh, and the now-famous horse. This image quickly gained traction, generating a slew of memes and even catching the attention of video game companies, which joined in on the fun. The horse has been dubbed everything from a ‘mustard-yellow hellbeast’ to a ‘funky horse,’ each nickname adding to its mystique and charm. This unconventional marketing tactic has not only piqued interest in the film but also created a sense of community among those who have engaged with the meme.

Interestingly, the author of one article admitted they had not heard of ‘We Live in Time’ before the horse meme took off. This highlights the power of social media in shaping public perception and generating buzz for a film. The desire to see another trailer, not for the story but for more glimpses of the yellow horse, speaks volumes about the impact of this marketing strategy. The film is set to premiere at the Toronto Film Festival next month, with a wide release scheduled for October 11, 2024. Directed by John Crowley, known for the off-beat Irish dark comedy ‘Intermission,’ the film promises to offer a unique cinematic experience, albeit one now closely associated with its equine star.

The horse meme has also underscored the diverse ways in which people consume and engage with entertainment. For some, ‘We Live in Time’ may no longer be seen as a deep romantic comedy but rather a ‘horse movie.’ This trend reflects how humor and lightheartedness can bring people together, creating shared experiences and inside jokes that transcend the original intent of the media. The popularity of the meme also highlights the role of social media in promoting and shaping the reception of a film. While some might argue that this is not the ‘correct’ way to appreciate the film, it undeniably adds another layer of enjoyment and engagement for audiences.

The viral nature of the yellow horse meme has even caught the attention of audiences who might not have been interested in the film otherwise. A24, the film company behind ‘We Live in Time,’ stands to benefit significantly from this increased awareness and buzz. Some fans may attend screenings just to point out the horse to their date, enjoying the inside joke and the communal experience it fosters. This phenomenon demonstrates the potential impact of memes and online trends in increasing the popularity and anticipation for a film. It also emphasizes the power of humor in creating a sense of community and identity among fans.

Despite the horse stealing the spotlight, the movie itself remains a promising project. ‘We Live in Time’ follows the relationship between Almut and Tobias, who are brought together by a chance encounter. The official synopsis describes it as a decade-spanning, heartfelt romance, suggesting a narrative rich in emotional depth and complexity. The film’s title hints at an exploration of the concept of time, adding a layer of philosophical inquiry to the story. With its intriguing plot and the star power of Garfield and Pugh, the film is poised to be a hit, even if it is currently overshadowed by its equine co-star.

The attention to detail in the film’s production design is also worth noting. The image that sparked the viral meme reveals a meticulously crafted scene, with the yellow horse adding a touch of whimsy and surrealism. This attention to detail extends to the performances of Garfield and Pugh, who have both shown a willingness to fully immerse themselves in their roles. Pugh even shaved her head for the film, a decision she discussed in a previous interview as a way to remove vanity from the picture and present a raw, authentic face to the audience. Such dedication to their craft further elevates the film’s potential for critical acclaim.

As the release date approaches, the creators of ‘We Live in Time’ can take solace in the fact that their marketing strategy has already succeeded in generating significant interest. The viral horse has become a star in its own right, bringing attention to the film in a way that few could have anticipated. This unique and unexpected marketing tactic has not only entertained but also intrigued potential viewers, making ‘We Live in Time’ one of the most talked-about films of the year. The film’s exploration of an unconventional love story, combined with its quirky marketing campaign, promises a cinematic experience that is both emotionally resonant and delightfully offbeat.

The film’s premiere at the Toronto Film Festival will be a crucial moment, offering the first glimpse of how audiences and critics will react to the full narrative. While the yellow horse has undoubtedly stolen some of the pre-release thunder, the true test will be how well the film itself resonates with viewers. Given the talent involved and the intriguing premise, there is every reason to believe that ‘We Live in Time’ will deliver on its promise of a heartfelt, time-bending romance. Whether or not the horse makes it into the final cut, its impact on the film’s marketing and public perception is already assured.

Ultimately, the story of the yellow horse from ‘We Live in Time’ serves as a fascinating case study in modern film marketing. It shows how a single, unexpected element can capture the public’s imagination and drive interest in a project. The horse has become more than just a quirky detail; it has become a symbol of the film’s unique charm and the power of social media to shape cultural narratives. As audiences eagerly await the film’s release, the yellow horse stands as a testament to the creativity and unpredictability of viral marketing in the digital age.