While there was much debate over if Paper Magazine’s Kim Kardashian-West cover actually broke the internet – it did allow certain US brands' social teams to have some fun. Prepare for several bun puns.
Brands such as Nissan, Budweiser, Jet Blue and Quiznos all got in on the action, trying to one up Mrs Kardashian-West and Paper Magazine in their quest to break the internet.
You can see Paper's original and really not safe for work images here but see several brands takes below from the adorable to the strange.
Then some airlines took off with the theme.
The Simpsons also immortalised Ms Kardasian-West in all her glory.
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Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.