On Sunday night, language-learning app Duolingo’s mascot Duo cheerfully mocked the (metaphorical) death of rapper Drake during Kendrick Lamar’s Super Bowl performance, posting a crude animation with the caption, “drake after attending his own funeral on national tv.”
But two days later, it was the green cartoon owl who ended up dead, murdered by Duolingo’s marketing team.
In a mock-somber social-media post, the language app company announced Duo’s death, writing, “Authorities are currently investigating his cause of death and we are cooperating fully. Tbh, he probably died waiting for you to do your lesson, but what do we know.”
The post, which appeared on multiple platforms, mentioned that Duo, “Formally known as The Duolingo Owl,” had “many enemies.” Duolingo then posted a memorial, referring to the mascot as Duo Keyshauna Renee Lingo. “In lieu of flowers, please do a Duolingo lesson,” the company wrote. A TikTok video showed other mascots transporting a coffin containing the owl onto a pickup truck.
In another post, Duolingo said, “UPDATE: Officials have identified cause of death. More details to follow. Thank you for holding space for Dualingo.”
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The blitz of posts drew attention from internet meme-makers, who speculated on how the death came to be, and brands including Baskin Robbins and Cheez-It as well as the game Halo and streamer Netflix acknowledged the fictional passing, the latter with a Squid Game tie-in. The Monster Hunter game franchise tried to take credit for the death in its own post.
Perhaps most bizarrely (or sweetly, depending on your point of view), pop star Dua Lipa posted: “Til’ death duo part” with a broken-heart emoji. Dua Lipa previously appeared in a video with the mascot and was, in this fictional narrative, perhaps dating the owl. In the death notice, Duolingo wrote, “We appreciate you respecting Dua Lipa’s privacy at this time.”
While the online world awaits answers for what caused Duo’s death (besides priceless marketing attention), the parts of the internet in on the joke will continue to mourn while others ask, in owl-like fashion: “Who?”
In 2020, another brand famously killed off its mascot: Mr. Peanut was roasted by Planters in an ad that ran before that year’s Super Bowl. Mr. Peanut’s death didn’t last long, however; he was resurrected as a baby nut in an ad that ran during the game.
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