Emmanuel Macron unexpectedly gained fresh online attention after repeating the phrase 'for sure' during his Davos speech on 20 January; the clip was widely remixed, parodied and merchandised. The viral moment coincides with a small uptick in his approval — an Ifop poll shows a rise to 20% — and comes as Prime Minister Sébastien Lecornu appears likely to pass a contested budget, easing short-term political pressure. Observers caution that memes are unpredictable and may offer only a temporary reputational boost.
Macron’s ‘For Sure’ Moment Goes Viral — Can a Meme Reboot His Presidency?
The French president wore sunglasses during his speech at the World Economic Forum to hide an eye condition - Fabrice COFFRINI/AFP via Getty Images
Emmanuel Macron, long written off by some as a weakened leader in the closing months of his second term, unexpectedly found a new wave of attention after a brief exchange in his Davos speech on 20 January went viral.
In his World Economic Forum address, Mr Macron repeated the phrase 'for sure' with a pronounced French accent while warning that Europe must respond to what he called a strategic wake-up call following moves by the United States regarding Greenland. Clips of the phrase were clipped, remixed into electronic and dance tracks, printed on T-shirts and turned into countless parodies and memes across platforms including X and TikTok.
From Memes to Momentum
The lighthearted viral moment followed other recent, attention-grabbing episodes — notably the president's use of blue aviator-style sunglasses that sparked widespread commentary. But it was the clipped, emphatic 'for sure' that supercharged his presence online. Even official satirical accounts joined in, and creators produced AI medleys that cast Mr Macron in styles from rapper to opera singer. A French radio station dubbed him 'DJ Macron' and called the clip the 'hit of the winter.'
The reaction crossed national boundaries: UK Labour leader Sir Keir Starmer briefly teased the French president by donning sunglasses, saying 'Bonjour' and uploading a TikTok captioned 'Talk to me, Goose.' Mr Macron replied within minutes with the same two-word line: 'For sure.'
Political Upside — Real or Fleeting?
Observers say the meme has arrived at a politically useful moment. An Ifop poll published after Davos shows Mr Macron’s approval rating up two points to 20%. The surge in visibility appears to have given the president a modest reputational lift just as his government seeks greater stability: Prime Minister Sébastien Lecornu, 34, returned to lead the cabinet after an earlier resignation and holds a 34% approval rating in the same poll. Mr Lecornu now looks likely to shepherd a contested budget through a deeply divided National Assembly, which would reduce the immediate risk of another no-confidence vote or fresh elections.
Securing a budget would give Mr Macron breathing room to refocus on foreign policy priorities such as his long-standing push for European 'strategic autonomy.' His outspoken defence of Denmark and Greenland — including a high-profile visit to Nuuk in December and the declaration that 'Greenland is not to be sold, not to be taken' — has played well for voters who favour a robust stance toward perceived external pressure.
Memes Are a Double-Edged Sword
Commentators have noted the irony that, while the president is often criticized for his mannered displays of power, this viral moment works precisely because it invites gentle mockery without undermining the substance of his message. Le Monde observed, 'Nothing unites people more than a French president speaking poor English,' even while noting that Mr Macron is widely regarded as one of the best English speakers among modern French presidents.
At the same time, viral attention can cut both ways: past clips — such as one of Brigitte Macron appearing to strike her husband while disembarking in Hanoi — have produced negative coverage. Political memes are unpredictable and nearly impossible to manufacture on command, so whether this cultural moment will translate into lasting political recovery remains uncertain.
For now, the 'for sure' clip has given Macron an unexpected cultural moment and a modest political reprieve — but whether a meme can meaningfully reboot a presidency is still an open question.
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