Anna Sitar turned Josh Brubaker’s 2024 PEOPLE’s Sexiest Man Alive nomination into a viral campaign, complete with custom merch and a full-blown fan movement. From bulk shirt orders to unexpected shoutouts from Harry Styles, here’s why this story is more than just a red carpet moment.
When Josh “Bru” Brubaker secured a nomination in PEOPLE’s Sexiest TikTok Star category in 2024, his longtime girlfriend Anna Sitar didn’t just celebrate—the she launched a full-scale campaign. At the MusiCares 2026 Person of the Year Gala, the couple reflected on the viral moment, revealing how Sitar’s efforts turned a lighthearted nomination into a cultural talking point.
Beyond the merch and the memes, this story reveals the power of fan-driven hype in the digital age. From unexpected celebrity endorsements to the playful rivalry between nominees, here’s why Brubaker’s Sexiest Man Alive journey still resonates—and what it means for the future of influencer culture.
The Campaign That Almost Won
Sitar’s commitment to Brubaker’s nomination went far beyond a simple social media post. Speaking exclusively to PEOPLE, she revealed that she ordered custom shirts “in bulk,” emblazoned with the words “Nominated PEOPLE’s Sexiest Man Alive.” These weren’t just for Brubaker—they were distributed to his entire circle, turning a personal milestone into a communal celebration.
Brubaker himself joked that the effort felt like a “whole campaign,” with Sitar acting as both his biggest fan and his unofficial PR team. The couple’s dynamic—blending humor with genuine support—mirrored the way modern relationships thrive on social media amplification.
Harry Styles’ Unexpected Endorsement
The campaign reached its peak when none other than Harry Styles casually referred to Brubaker as “the handsome Bru” in a now-viral interview. The shoutout, captured in a reel on Instagram, added an unexpected layer of legitimacy to Brubaker’s nomination, even though Styles ultimately won his own category.
“I don’t know if you know this, but Harry Styles called my boyfriend handsome,” Sitar shared with PEOPLE, celebrating the surreal crossover between TikTok fame and mainstream recognition. The moment highlighted how digital creators now exist in the same conversation as global superstars—thanks, in part, to partners who know how to amplify their successes.
Why This Story Matters
- The Power of Fan-Driven Hype: Sitar’s merch order wasn’t just a quirky detail—it was a masterclass in turning organic excitement into a full-fledged cultural event. In the age of viral nostalgia and influencer marketing, Brubaker’s campaign showcased how grassroots support can rival corporate branding.
- Blurring the Lines Between Categories: While Brubaker didn’t win in 2024, his nomination (and subsequent shoutout from Styles) blurred the boundaries between TikTok fame and traditional celebrity. It’s a trend we’ll likely see more of as social media stars continue to dominate mainstream conversations.
- A Blue-Print for Future Nominations: Brubaker hinted at a comeback, suggesting a potential “radio category” for the next Sexiest Man Alive poll. The story isn’t just about what happened—it’s about how it could inspire other creators to turn their own nominations into moments.
From bulk merch orders to celebrity co-signs, Brubaker and Sitar turned a lighthearted contest into a multi-layered cultural phenomenon. As the entertainment industry continues to embrace digital-first talent, their story serves as a reminder: sometimes, the most impactful campaigns start with a girlfriend, a printer, and an unforgettable nomination.
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