What's up with the 'Lucas Uses Venmo' ads?

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Venmo is a mobile payment app that lets you easily send and receive money -- but you might not know that from the company's ads.

The "Lucas Uses Venmo" campaign -- featuring a photo of a man, presumably Lucas, and a phrase about something Lucas does -- has caused a stir around parts of New York, inspiring plenty of parodies and its own Tumblr page.

Venmo co-founder Iqram Magdon-Ismail explained the concept to Fox Business' Lauren Simonetti:

"Lucas is an engineer that works at Venmo, and we thought it would be cool to showcase someone who works at the company that just uses Venmo on a daily basis," Magdon-Ismail said.

"We felt like other people would be able to relate to that, and we decided if we just put something out there, just a little statement about Lucas and Lucas uses Venmo, maybe it would catch on."

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It has certainly gained traction on the Interwebs, and that's clearly getting a message out about the company: