Every time I log on to any social media platform—but specifically Twitter/ X—I can’t escape the wrath that is Saltburn. The movie’s (un)timely release (when everyone is home for the holidays) haunts me to this very minute. Had this movie been released when people could watch alone, without immediate family members present, I’m not sure the bath water scene would have made the same impact.

But it did. And brands are running with it.