How the “I Woke Up in a New Bugatti” Trend Drives Organic DEI—and What We All Can Learn
- Cameil D. Williams
- Jul 21
- 3 min read
If you ask, most people are likely to say that corporate diversity initiatives often feel forced or performative, the internet has once again shown us the power of organic inclusion. The viral TikTok trend “I Woke Up in a New Bugatti,” based on Ace Hood’s 2013 hit, has become a global phenomenon—uniting people across ages, income levels, nationalities, and physical abilities in a shared moment of humor, creativity, and connection.
At Key Players Consultancy, we believe in the value of lived experiences and learning from culture, not just shaping it. Let’s explore how this trend became a masterclass in inclusive engagement—and how we all can replicate its success.
What Is the “Bugatti Challenge”?
The trend features participants sitting on the floor, pretending to drive a luxury car, before being yanked off-screen by a partner as the lyric “I woke up in a new Bugatti” plays. It’s simple, funny, and wildly adaptable
Over 60 million views on top videos
Participants include toddlers, grandparents, couples, pets, and even celebrities like Kevin Bacon
The most viral videos often feature “fails”—making the trend more relatable and less about perfection
Why It Works: The DEI Breakdown
1. Diversity of Participants
From toddlers to seniors, from TikTok influencers to everyday families, the trend has no gatekeepers. It’s not about who you are—it’s about how you play.
2. Equity in Access
No Bugatti? No problem. All you need is a floor, a friend, and a phone. The trend removes economic barriers and levels the playing field.
3. Inclusion Through Humor
The trend thrives on imperfection. Whether someone gets dragged too fast or not at all, the laughs are universal. This creates a safe space for participation without fear of judgment. It seems like so much fun!
Step 1- User Generated Input
Let your audience (team, stakeholders,) lead. The Bugatti trend didn’t start with a brand—it started with people. Encourage your community to create and share their own interpretations of your message, your program, your project.
Step 2: Prioritize Accessibility
Make your programs and projects easy to join. Think low-cost, low-tech, and interactive. The more accessible your program/project, the more diverse your participants.
Step 3: Celebrate Imperfection
Highlight the bloopers, the fails, the unexpected. These moments humanize your programs/projects and invite broader participation. We all make mistakes. The key is to learn from them.
Step 4: Track Organic Reach
Use analytics to monitor who’s engaging. Are you reaching new demographics? Are people participating in the organization in unexpected ways? That’s a sign of inclusive success. Know the performance indicators for your organization and track the progress/
Step 5: Reflect and Iterate
Use what you learn to inform future projects. Inclusion isn’t a one-time event—it’s a continuous process of listening and adapting.
The Business Case for Organic DEI
According to a 2024 Nielsen report, campaigns that reflect real-world diversity drive 23% more engagement and 35% higher brand recall. But authenticity is key. Trends like “I Woke Up in a New Bugatti” succeed because they’re not trying to be inclusive—they just are.
Final Thoughts
The “Bugatti Challenge” reminds us that inclusion doesn’t have to be complicated or forced, people of all types are voluntarily participating and really enjoying it. Sometimes, all it takes is a catchy beat, a shared laugh, and a willingness to be pulled into something new. The one thing we can’t ignore everyone was free to join in and just look at all the beautiful diverse new human Bugatti’s we saw. This was innovative and fun. This is but one example, but there are many that exemplify what I consider illustrating DEI principals, organically.
At Key Players Consultancy, we support our clients who develop and manage programs and projects that drive results. We often explore non-traditional models, and encourage our clients to think outside the box. Want to drive a new Bugatti of your own? Let’s ride.
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