London vs. Manchester: levelling up meme via Katie Gallagher at Manchester Digital
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Distracted boyfriend is an Internet meme based on a 2015 stock photograph by Spanish photographer Antonio Guillem. Social media users started using the image as a meme at the start of 2017, and it went viral in August 2017 as a way to depict different forms of disloyalty. The meme has inspired various spin-offs and received critical acclaim.