
Jennifer Lopez’s attempt to start a viral dance trend backfired instantly.
The star’s ‘Love Don’t Cost a Thing challenge’ was called “yet another tone deaf moment from Jenny from the Block”.
In a video debuting the dance challenge, J Lo can be seen walking along a beach pulling off various accessories, including her sunglasses, bracelet and coat, before tossing them behind her. She then appears to begin to take off her top before laughing and covering the camera.
But her nearly-naked attempt at self-promotion was not well received.
A Twitter user responded:
“You want us to rush to the beach in a [pandemic] to have our friends film us throwing away good jewelry? I’m so confused.”
The comment racked up more than 20,000 likes: more than Lopez’s original post.
The intention behind the video was to celebrate the 20th anniversary of her second album, J. Lo, and its lead single ‘Love Don’t Cost a Thing’.
In the song’s original music video, Lopez sheds various possessions – including a bracelet and sunglasses – and dances on a beach.
So the logic’s there, but the timing felt… off. Especially given that we’re in a pandemic.
Jennifer, we're in the middle of a pandemic. https://t.co/ryr6DwNxJG— iman : check pinned for survey⁷ (@iman : check pinned for survey⁷) 1611526003
@JLo Jlo we supposed to throw our valuables on the beach? Is the challenge to find it after we throw it bc we can… https://t.co/tcOe7xPSui— ✨Catastrophizing✨ (@✨Catastrophizing✨) 1611509010
Also, given that it’s January, it’s currently really cold in lots of parts of the world.
So – not really the time to head to the beach and start shedding layers.
@JLo Girl it’s too cold for that— jadiyahspampinato | sweet jennifer (@jadiyahspampinato | sweet jennifer) 1611449794
Ummm Chicago about to get a foot a snow.... I don't see anyone doing this on the 63rd street beach at the moment.... https://t.co/d23UZkjBAv— NewDemocrat4Life (@NewDemocrat4Life) 1611513616
Some people found the challenge to come across as “inauthentic”.
Although a lot of work often does happen behind the scenes to create viral dance challenges, most of them at least have the appearance of coming about spontaneously.
She was dumb! Record label and management team will always pay tiktokers to create a challenge, but the artists is… https://t.co/CuRSV4soti— BabyJasmin🍒 (@BabyJasmin🍒) 1611527584
Aunty J you have to at least pretend the challenge is starting organically on Tiktok noww😭. Why this good sis? https://t.co/1RxQZ1oYlx— FK. (@FK.) 1611508145
From Gal Gadot’s ‘Imagine’ video, to Kim Kardashian’s private island birthday party, celebrities have failed at being even remotely relatable during the pandemic.
@JLo Please stop, just be rich in private and leave us regular people ALONE. https://t.co/BBSRAmgdTi— prettylittlemeowmeow🃏 (@prettylittlemeowmeow🃏) 1611509978
People are losing their jobs and businesses, as well as their lives.
So, we’re sorry J Lo, but now’s probably not the best time to start throwing your valuable possessions around on your local beach.