Viral Hooks
Trending short videosOverturned snowplow after highway collision
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@wsdot

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@wsdot This happened last night on EB I-90 near Kittitas. One of our snowplow drivers was actively applying product to the road when a semi-truck struck his vehicle. The impact caused our plow to enter the median and roll over.   Our driver was transported to an Ellensburg hospital for evaluation. We are relieved to hear that he was released, though he is experiencing some soreness this morning. The driver of the other truck was arrested and charged with a DUI, according to Washington State Patrol.   While we’re grateful to hear our driver is ok, what happened last night is inexcusable.   When our plows are actively treating the roads, they must drive slower than normal to apply product effectively and evenly. Driving slower prevents scatter of material and keeps more of it on the roadway.   Make smart decisions before you get behind the wheel. Do not drive impaired. Do not crowd or pass our plows while they’re working. We want all of our equipment to be available when a snowstorm comes, but - more importantly - we want everyone to get home safely at the end of the day.

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Performance

Views
285.3K
Likes
19K
Comments
340
Engagement
6.8%
Outlier
3.1×

Video #16372 · Carousel

Overturned snowplow after highway collisionfrom @wsdot

[01]

Overview

A carousel of four photos documents the aftermath of a serious traffic accident where a semi-truck hit a Washington State Department of Transportation snowplow, causing it to roll over. The photos show the overturned plow and the damaged semi-truck at night and during the day, serving as a visual basis for a public service announcement against impaired driving and for road safety around plows.

[02]

Simple outline

  1. 1Show raw visual evidence
  2. 2Detail the shocking incident
  3. 3Explain the hidden mechanics
  4. 4Deliver firm behavioral CTA

[03]

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[04]

Classification

Format
Carousel
Concepts
Cultural RantHeadlinesCase Study Breakdown
Elements
Mood LightingZoom-in Detail
Account
Brand
Topics
AutomotiveLocalPublic Safety

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Verbal hook · 35%

This happened last night on EB I-90 near Kittitas. One of our snowplow drivers was actively applying product to the road when a semi-truck struck his vehicle.

Visual hook · 65%

The primary visual hook is the shocking and dramatic image of a large yellow snowplow truck completely overturned on the side of a highway at night, illuminated by red and white emergency lights, which immediately signals a serious incident.

[06]

Hook template

Steal this for your own video

Open with a nighttime roadside image of a [essential service vehicle] visibly [dramatic damage outcome], lit by [emergency-scene lighting].

  • — Open with a nighttime roadside image of a school bus visibly crushed at the rear, lit by flashing police lights.
  • — Open with a nighttime roadside image of a utility truck visibly overturned, lit by red-and-white emergency lights.
  • — Open with a nighttime roadside image of an ambulance visibly damaged after a collision, lit by emergency-scene lighting.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

A single, unpolished visual asset featuring official watermarks or timestamps that signals 'real, raw evidence' to act as an immediate pattern interrupt.

Payoff

Closes with a firm, authoritative call-to-action demanding specific behavioral changes from the audience, framed around collective safety and responsibility.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Raw Evidence PSA

Leverage a single piece of raw, unpolished visual evidence to stop the scroll, then use a long-form caption to transition from a shocking incident report into a firm educational directive.

  1. 1

    The Incident Report

    Opens the narrative with a factual, high-stakes description of the dramatic event shown or implied by the visual hook.

  2. 2

    The Consequence Check

    Resolves the immediate tension by updating the audience on the aftermath, victim status, and accountability for the at-fault party.

  3. 3

    The Contextual Pivot

    Shifts from the isolated incident to a broader educational lesson, explaining the hidden operational mechanics or reasons behind the situation.

Themes

  • public safety
  • consequences
  • impaired driving
  • workplace hazards

Techniques

  • documentary photography
  • night photography
  • available light

Trends

  • informational content
  • public service announcement

Post caption

This happened last night on EB I-90 near Kittitas. One of our snowplow drivers was actively applying product to the road when a semi-truck struck his vehicle. The impact caused our plow to enter the median and roll over.   Our driver was transported to an Ellensburg hospital for evaluation. We are relieved to hear that he was released, though he is experiencing some soreness this morning. The driver of the other truck was arrested and charged with a DUI, according to Washington State Patrol.   While we’re grateful to hear our driver is ok, what happened last night is inexcusable.   When our plows are actively treating the roads, they must drive slower than normal to apply product effectively and evenly. Driving slower prevents scatter of material and keeps more of it on the roadway.   Make smart decisions before you get behind the wheel. Do not drive impaired. Do not crowd or pass our plows while they’re working. We want all of our equipment to be available when a snowstorm comes, but - more importantly - we want everyone to get home safely at the end of the day.

Text overlays

  • branding · photo_1

    Washington Department of Transportation 6E14-60