The FIJI Water girl meme from the 2019 Golden Globes proved great publicity for the model involved, Kelleth Cuthbert, and of course, the not so environmentally-friendly bottled water brand.

Not so keen on becoming part of an internet trend was Halloweenstar Jamie Lee Curtis, who said she tried to avoid the promotional reps for FIJI Water and Moet Chandon who were cruising the award ceremony's red carpet.

"I knew there was a photographer poised & I moved as I didn't want to be doing advertising for either," she wrote on Twitter. "The sponsors of events need to get permission from people before they try 2 take their picture with them."

Tweet may have been deleted

Not so fussed however was Riverdale'sLili Reinhart, who was caught in the crossfire of FIJI Water woman's gaze, and applauded the move later.

Tweet may have been deleted

In a subsequent interview with People, Cuthbert said she stepped into shots out of instinct. Her modelling instinct, that is.

"There's tons of photographers everywhere. It doesn’t matter where you stand, you’re in the crossfire of every shot," she told the publication. "You've gotta have good face, at least, if you’re gonna be hovering in the background frequently."

As Cuthbert cheekily received the crown for "Best Supporting Actress On A Red Carpet" from E!, we suspect somecelebrities might be watching their backs more in future.

Tweet may have been deleted