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The Bud Bowl: A Definitive History

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On the subject of the greatest football dynasties of all-time, the 1970s Pittsburgh Steelers, 1980s San Francisco 49ers, 1990s Dallas Cowboys and 2000s New England Patriots likely all come to mind. You would be remiss, however, if you failed to mention a less heralded and, uh, less human team that dominated its competition in, quite frankly, unbelievable fashion: Budweiser.

From 1989-1997, the self-anointed "King of Beers" dominated Anheuser-Busch's Bud Bowl, the yearly clash between animated bottles of Bud and Bud Light that was featured in a series of commercials during the Super Bowl. The advertising campaign, which persists today in the form of Bud Bowl-themed packaging and promotional events, remains one of the most popular ever.

The Bud Bowl Architect

Grant Pace wrote the six original Bud Bowl ads that appeared in 1989 while working at D'Arcy Masius Benton & Bowles. Pace said he developed the ads under the assumption that Bud Bowl would be a one-year phenomenon, but Anheuser-Busch representatives liked the prototype so much that Pace actually changed the original ending to leave open the possibility for a sequel. We interviewed Pace this week—here's a transcript.

More Exciting Than The Actual Super Bowl

bud-light.jpgThe first spots were an instant hit with viewers, as reflected by an amazing 17% surge in January beer sales. This guaranteed a grudge match the following year. As the cost of air time, production and other expenses grew from $5 million in 1989 to $8 million in 1991, so too did sales and Bud Bowl's popularity. Inflatable helmets and other related paraphernalia dominated liquor store and supermarket displays, while fans and sports columnists opined that the annual "Battle of the Bottles" was more exciting than the actual Super Bowl. (Considering that the average margin of victory in Bud Bowl history was less than three points, that notion held more than a little bit of truth.)

Tapped Out

By 1994, when Bud announced a new advertising deal with DDB Needham Worldwide, it was clear that the Bud Bowl idea as Pace and his colleagues had originally conceived it was nearly tapped out. The game took a one-year hiatus in 1996 before making an unsuccessful comeback attempt in 1997. The buildup to Bud Bowl 8 featured a sweepstakes, inviting fans to go online and vote for their all-time favorite Bud Bowl players and moments. Though I was only 13, I managed to score an official football.

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Television spots for the Bud Bowl were abandoned for good in 1998, as Anheuser-Busch brought back the Budweiser frogs campaign, which debuted two years earlier.

Today, the Bud Bowl's legacy endures in stores [photo courtesy of MauryStory]...

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...on eBay...

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...at BudBowl.com...

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...and even in Glendale, Arizona, the site of Super Bowl XLII. Snoop Dogg and Kid Rock will headline the Block Party at

Bud Bowl 2008, while the Budweiser Clydesdales will also make an appearance. Similar events have been held in other Super Bowl host cities in recent years, including a 2006 shindig at Detroit's Tiger Stadium. But while the modern Bud Bowl remains a marketing success, it hardly compares to the stop-action awesomeness that fans came to know and love in the events formative years. To watch every Bud Bowl commercial in its entirety, along with thousands of other commercials, I highly recommend the nominal one-week membership to commercial-archive.com. The fine folks behind that site have granted us permission to use their screenshots.

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Continue reading for a look back at Bud Bowls I-VIII...

Bud Bowl I
January 22, 1989: Budweiser 27, Bud Light 24

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Narrated by Bob Costas and Paul Maguire, the game that started it all unfolded over six spots during Super Bowl XXIII and proved almost as riveting as the Joe Montana-led San Francisco 49ers' 20-16 comeback win over the Cincinnati Bengals. The inaugural Bud Bowl was billed as a thunder and lightning showdown between two beers with contrasting styles. Bud, which boasted the vaunted "Beechwood Backs," favored a rushing attack, while Bud Light's pass first, ask questions later attack was led by a QB with Tom Brady-like numbers (49 touchdowns, 8 interceptions).
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The back-and-forth game featured all sorts of excitement. Bud Light executed a flea-flicker to perfection, while Bud's "Appliance of Defiance," the Freezer, gave Bud Light defenders headaches all night. With two seconds remaining and the game tied at 24, Budsky, Bud's seven-ounce "nip" bottle placekicker, wobbled onto the field to attempt a 42-yard field goal. The kick bounced off the crossbar and left upright before falling through, sending the boozed-up crowd of Bud beer cans into a tizzy, or fizzy as it were.

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Watch Bud Bowl I at commercial-archive.com.

Bud Bowl II
January 28, 1990: Budweiser 36, Bud Light 34

The following year proved no better for the bottles in blue. Bud, no doubt fired up by an emotional pre-game speech that concluded with the line, "You guys are the king, now let's go turn out their lights," earned its second consecutive dramatic win in the series. This one was wrought with controversy.

In snowy conditions at scale-sized Busch Stadium, Budweiser overcame a gritty performance by Bud Light quarterback Budway Joe and scored the winning touchdown as time expired when an offensive player advanced a fumble, which is illegal by NFL rules. According to the Chicago Sun-Times, Anheuser-Busch received hundreds of telephone calls about the play over the course of the next week, prompting the St. Louis-based brewery to respond thusly:

"In the National Football League, of course, the offensive team cannot advance a fumble in the final two minutes of a game unless the ball is recovered by the same player who fumbled it. However, no such rule exists in the BFL (Budweiser Football League)."

I was unable to get my hands on a copy of the official BFL rulebook, but there are some other subtle hints that the Bud Bowl wasn't governed by NFL rules. Like, for instance, the fact that its participants didn't have any hands.

Watch Bud Bowl II at commercial-archive.com.

Bud Bowl 3
January 27, 1991: Bud Light 23, Budweiser 21

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By the time the foam settled in one of two Bud Bowls to shun the use of Roman numerals (Bud Bowl 8 was the other), there was a new ruler of the cooler. Don Meredith and Keith Jackson called the action, while Chris Berman handled studio duties for the game. Bud Light scored first, using a bottle opener as a spear to clear a path to the end zone.

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Filling in for the injured Budway Joe, top draft pick Bud Dry staked Bud Light to a fourth quarter lead, but a Longneck caught a touchdown pass with 3 seconds remaining, giving Bud a 21-17 edge and setting up the most memorable finish in Bud Bowl history.

In a parody of "The Play" at the end of Cal's victory over Stanford in the 1982 Big Game, Bud Light used multiple laterals to weave its way up the field and through the Bud band, which had wandered onto the field prematurely to celebrate what they thought was a sure third straight title. Jackson bellowed, "The band is on the field!" seconds before a Bud Light bottle sporting a tuba reached the end zone. Bud fans have lamented the fluke loss to this day, but like their Stanford brethren, can find solace in their team's superior all-time record against its rival.

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Watch Bud Bowl 3 at Retrojunk.

Bud Bowl IV
January 26, 1992: Budweiser 27, Bud Light 24

By previous Bud Bowl standards, this was one to forget. Rather than showing bottles run and throw footballs across a field for a fourth straight year, Chris Berman narrated one fan's quest to retrieve a Bud Bowl sweepstakes ticket that his girlfriend had mistakenly thrown away. (Fans had a chance to win up to a million dollars if the final score of the Bud Bowl matched the score on their game card were a staple of the later Bud Bowls.)

After a predictably disastrous turn of events that involved a trashcan, a police car and a pigeon, the pitiful hero managed to retrieve his ticket and arrived home just in time to catch the final score of the Bud Bowl. Lo and behold, he was a winner! After he put the ticket down to celebrate with an ice cold Budweiser and began recounting his ridiculous story to some friends, the shot panned to an adorable dog that had wandered into the room. You can guess what happened next.
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Watch Bud Bowl IV at commercial-archive.com.

Bud Bowl V
January 31, 1993: Budweiser 35, Bud Light 31

General Hospital heartthrob Corbin Bernsen led Bud Light into Bud Bowl V, while the Bud team and head coach Joe Namath arrived in the Budweiser blimp just minutes before kickoff. Ahmad Rashad and former MTV VJ Karen "Duff" Duffy provided quarter-by-quarter updates of the game, which featured some of the most absurd characters and events in the series' history.

Bud answered a touchdown reception by Bud "Neon" Light with a kickoff return for a touchdown by Namath's secret weapon, the Budweiser Rocket. After Bud built a 35-7 lead, Rashad asked a stone-faced Bernsen, "Coach, is there light at the end of the tunnel?" Help arrived in the form of a runaway Bud Light beer truck, which transformed into the Aluminator, an unstoppable offensive weapon.

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Trailing 35-31, there was no question who would get the ball for Bud Light on the final play of the game. As the Aluminator barreled through would-be Bud tacklers, an improbable, come-from-behind Bud Light victory seemed inevitable. Instead, a conniving Namath signaled to the Budweiser blimp above. A mechanized claw descended from the blimp and snatched the Aluminator into the air, which led to a fumble that Bud recovered to preserve the win.

After the game, Entertainment Weekly wrote, "Bud Bowl V had big-league special effects and bold commentary by MTV's Duff, looking buff in black, but this never-ending battle of the bottles has become a real clinker."

Watch Bud Bowl V at commercial-archive.com.

Bud Bowl VI
January 30, 1994: Bud Light 20, Budweiser 14

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With Marv Albert in the Bud Bowl studio and Mike Ditka and Bum Phillips as the head coaches of Bud and Bud Light, respectively, this game had the makings of a classic. It wasn't. Bud Light took an early lead on a "Naked Reverse" after its quarterback shed his label at the line of scrimmage. Bud countered with a kickoff return for a touchdown by the Basher, a 24-ounce can of aluminum dominance, who was penalized for excessive celebration and then ejected for cursing at the referee.

A windstorm blew into the stadium early in the second half, making things difficult for both offenses. The situation at a nearby bar, where patrons were nearly out of Budweiser, was more serious. Several Bud blimps combined forces to physically lift the stadium into the cozy confines of the bar, leading Albert to deadpan, "I don't know where this game is headed, but this is what I call a beer run!" Predictably, Bud Light scored the winning touchdown after a man in the bar grabbed a Bud defender from the playing field and proceeded to quench his thirst.

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"My biggest problem with the whole Bud Bowl thing is that they never really have any good teams playing," syndicated sports humor columnist Norman Chad once wrote. "I mean, if the Anheuser-Busch bigwigs had any brass at all, they'd get, say, Heineken and Samuel Adams every once in a while. Heck, Bud Lite's (sic) like Notre Dame "“ it doesn't matter what their record is, they're bowl-bound." The Bud Light-Notre Dame comparisons don't end there. Like the Fighting Irish, Bud Light's last bowl win came in 1994.

Watch Bud Bowl VI at spike.com or commercial-archive.com.

Bud Bowl VII
January 29, 1995: Budweiser 26, Bud Light 24

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Anheuser-Busch probably should've sent its bottles to the recycling plant after Bud Bowl VI. Instead, they gave us 60 seconds of Iggy, Biff, and Frank, castaways who watched Bud Bowl VII unfold from a desert island. With Bud trailing late in the game, Iggy was transported off the island and into the game, where he caught a pass and began rumbling toward the end zone. Eighty yards later, following a dream-like montage of press clippings and cereal boxes commemorating his newfound celebrity, Iggy gave Bud its fifth Bud Bowl win.

Watch Bud Bowl VII at commercial-archive.com.

Bud Bowl 8
January 26, 1997

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After a one-year hiatus, Bud Bowl VIII returned with another single, forgettable spot. Howie Long and Ronnie Lott provided coverage, holding Fox Sports microphones no less, from a bar in the Louisana bayou. After a fan stole his microphone and opened a fridge to reveal the Bud Bowl in action, Lott threw him out of a bar window and into a swamp. Lott proceeded to reveal the final score before the spot ended with a familiar refrain from the fan, who was sharing space in the swamp with an alligator: "I love you, man."

How does the Bud Bowl stack up in your hierarchy of greatest Super Bowl commercials? Share your thoughts below, and check out the transcript of Scott's e-mail exchange with Bud Bowl writer Grant Pace.

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Giovanni Rufino - © 2012 The CW Network, LLC. All Rights Reserved
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XOXO: 20 Things You Might Not Know About Gossip Girl
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Giovanni Rufino - © 2012 The CW Network, LLC. All Rights Reserved

Ten years ago, Gossip Girl became appointment television for America’s teenagers—and a guilty pleasure for millions more (whether they wanted to admit it or not). Like a new millennium version of Beverly Hills, 90210, the series—which was adapted from Cecily von Ziegesar’s book series of the same name—saw The O.C.’s Josh Schwartz and Stephanie Savage trade in their west coast cool for New York City style as the show followed the lives of a group of friends (and sometimes enemies) navigating the elite world of prep schools and being fabulous on Manhattan's Upper East Side. In honor of the series’ tenth anniversary, here are 20 things you might not have known about Gossip Girl.

1. IT WAS SUPPOSED TO BE A LINDSAY LOHAN MOVIE.

Originally, the plan for adapting Gossip Girl wasn’t for a series at all. It was supposed to be a feature film, with Gilmore Girls creator Amy Sherman-Palladino writing the script and Lindsay Lohan set to star as Blair Waldorf. When those plans fell through, the producers approached Josh Schwartz—who was just wrapping up work on The O.C.—about taking his talent for creating enviable high school worlds to New York City’s Upper East Side.

"The books are a soap opera, and TV makes a lot of sense," executive producer Leslie Morgenstein told Backstage of the decision to go the small-screen route. "When we made the list of writers who would be the best to adapt Gossip Girl for television, Josh was at the top of the list."

2. PENN BADGLEY INITIALLY TURNED DOWN THE ROLE OF DAN HUMPHREY.

Barbara Nitke - © 2012 THE CW Network, LLC. All Rights Reserved.

Though he was hardly a household name when Gossip Girl premiered, Penn Badgley had been acting for nearly a decade—and had a lot of experience working on first season TV shows that never took off—when he was offered the role of Brooklyn outsider Dan Humphrey, and his initial response was: thanks, but no thanks.

“The reason I turned it down initially was because I was just frustrated,” Badgley told Vulture in 2012. “I was frustrated and I was broke and I was depressed and I was like, ‘I cannot do that again. I can't.’ … Stephanie Savage, the creator [of Gossip Girl], she said to me, ‘I know you might not want to do this again, but just take a look at it.’ And I actually was like, ‘I appreciate so much that you thought of me. I just don't want to do this. Thank you for understanding that I wouldn't want to do this.’ And then they couldn't find anybody for it—which is weird, because a million people could play Dan Humphrey—and she came back around, I was about to get a job as a waiter, and I was like, ‘Okay.’”

3. ULTIMATELY, BADGLEY PROBABLY WISHES HE HAD FOLLOWED HIS INITIAL INSTINCT.

Badgley told Vulture that, “I wouldn't be here without Gossip Girl, so I will always be in debt and grateful. And I've said some sh*t that ... I don't regret it, but I'm just maybe too honest about it sometimes.”

But executive producer Joshua Safran had a different view on the situation. “Penn didn’t like being on Gossip Girl, but …. he was Dan,” Safran told Vanity Fair. “He may not have liked it, but [his character] was the closest to who he was.”

4. THE CREATORS GOT THE IDEA TO CAST BLAKE LIVELY FROM THE INTERNET.

According to Vanity Fair, when it came time to casting the show’s main roles, they cruised some of the online message boards related to the Gossip Girl book series to see which actors fans of the books were suggesting. One name they kept seeing for the role of Serena van der Woodsen: Blake Lively, who had starred in The Sisterhood of the Traveling Pants. “We didn’t see a lot of other girls for Serena,” Schwartz said. “She has to be somebody that you believe would be sitting in the front row at Fashion Week eventually.”

5. LIKE BADGLEY, LIVELY WAS ON THE VERGE OF QUITTING ACTING.

© 2008 Warner Bros. Television

Like her onscreen (and eventually off-screen) love interest Penn Badgley, Blake Lively was also considering leaving Hollywood when Gossip Girl came calling, so she turned the producers down.

“I said, ‘No, I want to go to college. Thank you, though,’” Lively told Vanity Fair. “Then they said, ‘OK, you can go to Columbia [University] one day a week. After the first year [of the show], it’ll quiet down. Your life will go back to normal and you can start going to school. We can’t put it in writing, but we promise you can go.’ So that’s why I said, ‘OK. You know what? I’ll do this.’”

As for that going back to school and life going back to normal? “When they say, ‘We promise, but we can’t put it in writing,’ there’s a reason they can’t put it in writing,” she said.

6. LEIGHTON MEESTER DYED HER HAIR TO GET THE PART OF BLAIR.

Because Blair Waldorf and Serena van der Woodsen were both best friends and occasional enemies, it was important to the show’s creators that the characters did not look like the same person. That fact almost cost Leighton Meester the role of Blair.

“She came in and she was really funny, and really smart and played vulnerable,” Schwartz recalled of Meester’s audition. “But there was one problem: she was blonde. And Blake was blonde, obviously; Serena had to be blonde. So, [Leighton] went to the sink and dyed her hair. She wanted it.’” (Sounds like something Blair would do.)

7. THE NETWORK WORRIED THAT ED WESTWICK LOOKED LIKE A “SERIAL KILLER.”

Giovanni Rufino - © 2012 THE CW Network, LLC. All Rights Reserved

Ed Westwick, who originally auditioned for the role of Nate Archibald but ended up playing bad boy Chuck Bass, almost didn’t land a role on the show at all. Though the show’s co-creators, Schwartz and Savage, loved the darker edge that Westwick brought to the group of friends, The CW worried “that he looked more like a serial killer than a romantic lead.”

“He's menacing and scary, but there's a twinkle in his eye,” casting director David Rapaport told BuzzFeed. “You want to hate him, but you would also probably sleep with him. He's one of those guys you hate for always getting away with things, but you also want to hang out with him and see what he's up to next. He's the guy that's going to give you a joint for the first time or get you drunk for the first time, so you know he's wrong for you, but he's fun.” Fans clearly agreed.

8. WESTWICK CHANNELED HIS INNER CARLTON BANKS TO PLAY CHUCK BASS.

In order to perfect his posh American accent, Westwick—who was born in London—looked to another iconic American television character for help: The Fresh Prince of Bel-Air’s Carlton Banks (Alfonso Ribeiro). “There’s a slight thing in Carlton Banks,” Westwick told Details Magazine in 2008, “that kind of über-preppy, that I did pick up on.”

9. GRETA GERWIG AUDITIONED FOR THE SHOW … IN OVERALLS.

In 2015, Golden Globe-nominated actress Greta Gerwig—who just wrote and directed Lady Bird, starring Saoirse Ronan—talked to HuffPost Live about the mistakes she made early on in her career as an actress. “I have had moments when I was starting out when I was auditioning for things like Gossip Girl," she said. “And they would look at me like, 'Why are you wearing overalls to this audition?' And I'd be like, 'They said she was from a farm!' and they would be like, 'Well, this is Gossip Girl.’” (The role she was auditioning for, Eva Coupeau—a love interest for Chuck—eventually went to Clémence Poésy, who played Fleur Delacour in the Harry Potter movies.

10. BLAIR WALDORF HAD TWO MOMS.

© 2008 Warner Bros. Television

In Gossip Girl’s pilot episode, Blair’s mom—popular women’s clothing designer Eleanor Waldorf—was played by Florencia Lozano. In episode two, and throughout the rest of the series, Eleanor was portrayed by Margaret Colin.

11. IT WAS ONE OF TELEVISION’S FIRST STREAMING SUCCESS STORIES.

Years before House of Cards changed the way we watch, and even define, “television,” Gossip Girl served as a sort of precursor to the streaming generation. While the show’s Nielsen ratings were mediocre, New York Magazine reported that, “New episodes routinely arrived at the No. 1 most-downloaded spot on iTunes, and then there were the hundreds of thousands who were downloading free week-old episodes on the CW's site. Even executives at Nielsen threw up their hands and admitted that Gossip Girl appeared to be speaking to an audience so young and tech-savvy they hadn't really figured it out just yet.” (Lost and The Office had followed similar tracks.)

12. THE SHOW WAS BANNED BY SOME NEW YORK CITY SCHOOLS.

Giovanni Rufino - © 2012 THE CW Network, LLC. All Rights Reserved.

According to Vanity Fair, some of the elite New York City private schools that might have shared some similarities with the show’s fictional Constance Billard and St. Jude's banned their students from watching it. (Which, the outlet noted, “only served, in all likelihood, to make the students want to watch it more.”)

13. THE SERIES TURNED ITS CRITICISMS INTO A MARKETING CAMPAIGN.

Even by 2007’s standards, Gossip Girl—for a show about high schoolers on what was mainly known as a teen-friendly television network—seemed to relish in pushing the boundaries of what might be acceptable. It didn’t take long for parental advocacy groups like the Parent Television Council to take very public, and vocal, issue with the show's in-your-face sexuality. When it was criticized as being “mind-blowingly inappropriate” and “every parent’s nightmare,” the show turned those critiques into a marketing campaign to help promote viewership.

14. A WRITERS STRIKE HELPED THE SERIES GROW ITS VIEWERSHIP.

While the show struck a chord with certain audiences immediately upon its release, the 2007-2008 Writers Guild of America Strike proved to be a boon to the series. “The CW, because they couldn’t just run repeats or game shows, [Gossip Girl is] all they had,” Schwartz told Vanity Fair. “They kept re-running the show during the strike so more and more people were watching.” Which led to even higher ratings when the show returned for a second season.

15. DESIGNERS WERE BEGGING TO SEE THEIR FASHIONS WORN ON THE SHOW.

Giovanni Rufino - © 2012 THE CW Network, LLC. All Rights Reserved.

Just like New York City itself, the fashions in Gossip Girl essentially served as another character. According to a 2008 article in The New York Times, “Merchants, designers, and trend consultants say that Gossip Girl … is one of the biggest influences on how young women spend."

“When we came back with Season 2, so many designers were lining up and wanting to be a part of it,” the show’s costume designer Eric Daman told Vanity Fair. “They wanted their stuff on either Blake or Leighton.”

16. IT SPAWNED ITS OWN CLOTHING LINE.

To capitalize on the show’s influence in the fashion world, Daman and designer Christine Cybelle (a.k.a. Charlotte Russe) created a Gossip Girl-inspired clothing line.

17. KRISTEN BELL PLAYED AN ESSENTIAL PART OF THE SERIES, BUT WAS NEVER CREDITED.

Though viewers had to watch all 121 episodes of Gossip Girl to learn the identity of the titular tattler, Kristen Bell provided the voice for “Gossip Girl” for all six seasons, without credit. And while she sort of hoped that the finale would have revealed that she was indeed “Gossip Girl” all along, that ending was not meant to be. “I’m sure that it would’ve been really cool had I got to play some vicious part and actually come out as Gossip Girl, but I think it was appropriate for one of the main cast members to have surfaced as Gossip Girl,” she told Perez Hilton.

Though she was a key part of the series, she didn’t learn GG’s true identity until the very end of the show—and she was surprised. “I don’t know that I ever forethought it being Dan,” she admitted. “That was a bit of a shocker!" (If it makes her feel any better, Badgley reportedly didn’t learn Gossip Girl’s identity until that scene was actually shot.)

18. JANUARY 26 IS "GOSSIP GIRL DAY" IN NEW YORK CITY.

© 2008 Warner Bros. Television

At least it was in 2012, when then-Mayor Michael Bloomberg proclaimed January 26 “Gossip Girl Day” in celebration of the show’s 100th episode. “I don’t have a whole lot of time to follow what New York magazine has called ‘The Greatest Teen Drama of our time,’” Bloomberg said. “But I am interested in finding out who the real Gossip Girl is—Serena’s cousin, maybe? And I don’t see how Blair could marry Prince Lewis while she is clearly in love with Chuck, although she and Dan became pretty close when they interned at that fashion magazine. And I just wish that Nate and Vanessa had been able to work things out, I guess Nate was preoccupied with everything that was going on with his father and Jenny and, I mean, it was a tangled web, I guess Dan would have ended up making their relationship impossible anyway, but I’m just a casual fan.” 

Super-fans of the show can still take a Gossip Girl tour of New York City.

19. IVANKA TRUMP AND JARED KUSHNER MADE A CAMEO.

Over the full course of the series, plenty of familiar faces popped up, but two in particular seem kind of funny in retrospect: Ivanka Trump and Jared Kushner played themselves in a club scene. (Ivanka was apparently a huge fan of the series.) “They did it for the money,” a chuckling Schwartz told Vanity Fair.

20. IN AN ALTERNATIVE UNIVERSE, SERENA IS A SERIAL KILLER.

In 2002, von Ziegesar published a bloody take on her famed book series with Gossip Girl: Psycho Killer, which she said she’d love to see adapted. "I took the original text of the first book and whenever I saw an opportunity, I layered in this story of Serena coming back from boarding school as this coldblooded psychopath, which, to me makes total sense,” von Ziegesar told Entertainment Weekly. “She’s sort of like the Ryan Gosling of Gossip Girl world. She has that deadpan style, doesn’t seem to have much personality, and she’s really gorgeous, but then underneath she has this kind of scary ability to kill people. So she’s murdered people up at boarding school. She’s always had this dark side and everyone is a little bit scared of her.”

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Natasha Zinko
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This Just In
This Jeans-Inside-Your-Jeans Look Will Cost You $695
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Natasha Zinko

Besides a few updates here and there, the classic style of denim blue jeans hasn’t changed much since the late 19th century. Now, a London-based fashion designer wants to disrupt the wardrobe staple. Their revolutionary new idea? A second waistband sewed on top of the first one.

According to Mashable, these high-waisted double jeans from Natasha Zinko are retailing for $695. Wearing the pants makes it look like you forgot you already had jeans on and put on a second pair on top of them. But buying two pairs of designer jeans to wear at once would probably be less expensive than owning this item. The double jeans are actually one garment, with the high-waisted inner pair stopping at the hips. Boasting seven pockets, they’re not entirely impractical, but having to undo two sets of buttons and zippers sounds like more trouble than it’s worth.

Model wearing double jeans.
Natasha Zinko
There is a market for high-end blue jeans disguised as fashion crimes, as Nordstrom proved earlier this year with their $425 pants covered in fake dirt. The Natasha Zinko double jeans have already sold out on shopbop.com.

[h/t Mashable]

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