A couple, identified as Angela Nikolau and Ivan Kuznetsov, recently climbed the Empire State Building's spire and unfurled a pro-peace banner. This daring stunt, featuring their engagement at the summit, quickly went viral on social media platforms. The couple is known for previous daredevil adventures, suggesting this might be a promotional effort for their Netflix documentary. Upon their descent, they were met by both law enforcement and immediate online attention.The banner's original message was "When the power of love beats the love of power, the world knows peace." However, social media users and brands quickly adapted the image for various purposes. Numerous companies, including Currys, Caraway, Petco, and Loverboy, plastered their own messages or logos onto the iconic image. Sports fans also joined in, with one post showing an Eagles banner.This rapid meme monetization sparked mixed reactions online. Some critics lamented the lack of creativity and originality in brands capitalizing on the viral moment. They expressed a desire for more innovative marketing strategies rather than bandwagoning on trends. Conversely, some argued that such timely and attention-grabbing social media tactics can be effective marketing. They believe that not every post needs to be a complex campaign, and engagement from a wide audience can be beneficial.