What started as an awkward office sketch has turned into a full-blown internet movement. With his blunt motivational catchphrase “Do it lady!”, Chit the offbeat character created by comedian Jay Renshaw is gaining fans fast on TikTok
Now Jay Renshaw’s account has over 1.5 million followers, 16.1 million likes in a matter of two months. Renshaw’s creation has become one of 2025’s most recognisable (and remixable) characters. For marketers and brands, this is more than just a meme, it’s a masterclass in rapid audience connection.
Origin Story: Where “Do It Lady” Came From
The “Do it lady!” moment comes from Renshaw’s character Chit, a painfully earnest, slightly robotic office worker featured in mockumentary-style TikToks. In his breakout scene, Chit signs a birthday card and tries to convince his colleagues that it’s a popular saying. What follows is pure cringe comedy: Chit earnestly repeats variations like “Do it lady… on your birthday. Do all of it. All day long” while his co-workers push back with deadpan confusion. One finally admits, “It’s kind of catchy,” and they all awkwardly attempt to say it aloud. The moment is uncomfortable, hilarious, and weirdly memorable and that’s exactly why it’s taken off. That single sketch snowballed: the audio was clipped, remixed across TikTok, and quickly adopted into real-life use. Renshaw has since launched a merch line featuring Chit’s now-iconic quote. Proving that even the weirdest one-liner, delivered at the right moment, can become a cultural phenomenon.
@renshawjay Is this a thing?? w/ @kielkennedy and @Lyric Lewis #chit #doitlady #birthday #theoffice #sketchcomedy
The result?
- The “Do It Lady” video now has 12.6 million views and counting.
- Another of Chit’s awkward videos “Is there a black purse in here?” video, has hit 30.1 million views and counting.
- Renshaw has launched a merch store, with Chit-themed clothing featuring his now-iconic catchphrases.
Chit’s combination of awkwardness, chaotic energy and unexpected empowerment has quickly turned him into a beloved social media persona and his quotes into viral audio.
Why It Matters for Marketers
This trend is a perfect storm of character, catchphrase, and cultural timing. Here’s why brands should be paying attention:
- Chit is instantly recognisable. He’s not just a creator, he’s a meme character that users are now incorporating into their own narratives.
- The audio is highly reusable, turning any moment into a dramatic or comedic beat.
- It reflects the shift toward personality-driven virality, where audiences rally around characters, not polish.
How Creators Are Using It
The “Do it lady!” audio has become a soundtrack for creators injecting humour into small but dramatic moments:
- Lifestyle creators can use it for everyday decision-making e.g. booking a trip, buying skincare, or texting an ex.
- A Small business owner can dramatise packing orders, updating inventory, or finally checking their emails.
- Pet accounts can show animals doing something bold, rebellious, or ridiculous, all with Chit’s voice as narrator.
The format is flexible, instantly funny, and resonates across content categories, from beauty and fashion to pets, food and beyond.
How Brands Can Get Involved
Chit’s quote isn’t just viral, it’s a built-in narrative hook. Here’s how brands can jump in:
- Customer POV: Use “Do it lady!” to dramatise checkout, trial, or first-use moments.
- Behind-the-scenes chaos: Add it over moments like a campaign going live, a team member picking music, or a product being unboxed.
- Limited edition drops: Tease a new launch with “Do it lady!” to build urgency.
✅ Tip: The worse the edit, the better the comedy. Use jump cuts, bold captions, and lean into the awkward energy.
Final Takeaway
Jay Renshaw’s Chit has gone from obscure office satire to full-fledged pop culture moment. With millions of views on his top videos and a merch line already in motion, he’s proof that bold character content (when done right), can capture attention faster than any ad spend.
Thinking of jumping on this trend?
There’s only one thing to say: “Do it, lady!”