Viral Hooks
Trending short videosDunkin' toxic ex-boyfriend meme ad
The edit1 shot · 20 text
Shots Text

Performance

Views
1.3M
Likes
87.6K
Comments
1.9K
Engagement
6.8%
Outlier
4.6×

Video #18211 · Carousel

Dunkin' toxic ex-boyfriend meme adfrom @dunkin

[01]

Overview

This is a 20-image carousel post from Dunkin's Instagram account. Each image features the same professionally shot iced coffee drink with the text 'WE MADE THE TOXIC EXPRESSO BECAUSE OF' followed by a different common name. The campaign's purpose is to use a relatable and humorous meme format to engage with a younger audience by tapping into the cultural trope of 'toxic exes'.

[02]

Simple outline

  1. 1Establish provocative premise
  2. 2Repeat premise exactly
  3. 3Cycle through common identifiers
  4. 4Drive shares via identification

[03]

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[04]

Classification

Format
Carousel
Concepts
SkitShowcase Carousel
Elements
Text OverlayConsistent Visual ThemeTemplated Graphic Layout
Account
Brand
Topics
Brand MarketingBeveragesRelationshipsComedy

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 55%

WE MADE THE TOXIC EXPRESSO BECAUSE OF

Verbal hook · 30%

& all other possible ex names not listed of course

Visual hook · 15%

A crisp, professionally photographed iced coffee drink is centered against a vibrant, stylized pink cloud background, creating a strong visual pop and immediate product focus.

[07]

Hook and payoff

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

Hook

The opening slide introduces a bold, relatable claim paired with the first common identifier, instantly teaching the user the carousel's repetitive format and encouraging them to swipe to find their own.

Payoff

The user swiping until they find a relevant identifier to share with a friend, or reaching the end and engaging in the comments to add missing identifiers.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Tag-Bait Identifier Catalog

Pairing a single, highly relatable or provocative claim with a rotating list of common personal identifiers across maximum slide capacity to trigger mass sharing and tagging.

  1. 1

    The Premise Establishment

    Sets the core joke or claim on the first slide that will serve as the static anchor for the entire carousel.

  2. 2

    The Identifier Cycle

    Rapid-fire repetition of the exact same visual and text layout across the middle slides, changing only the target identifier to cast the widest possible net for user identification.

  3. 3

    The Catch-All Close

    The final slide concludes the visual cycle, relying on the post's caption to serve as a catch-all for any identifiers not explicitly listed, ensuring maximum inclusivity for the joke.

Themes

  • Humor
  • Relatability
  • Breakups
  • Brand Personality

Techniques

  • Product Photography
  • Graphic Design
  • Templated Content

Trends

  • Meme Marketing
  • Relatable Content
  • User-Generated Content Style

Post caption

& all other possible ex names not listed of course

Text overlays

  • Statement Text · photo_0

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Kyle

  • Statement Text · photo_1

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Grace

  • Statement Text · photo_2

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Alex

  • Statement Text · photo_3

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Josh

  • Statement Text · photo_4

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Chloe

  • Statement Text · photo_5

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Dani

  • Statement Text · photo_6

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Nick

  • Statement Text · photo_7

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Tyler

  • Statement Text · photo_8

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Lucy

  • Statement Text · photo_9

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Trevor

  • Statement Text · photo_10

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Logan

  • Statement Text · photo_11

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Jill

  • Statement Text · photo_12

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Jack

  • Statement Text · photo_13

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Ella

  • Statement Text · photo_14

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Brad

  • Statement Text · photo_15

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Hailey

  • Statement Text · photo_16

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Dylan

  • Statement Text · photo_17

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Ethan

  • Statement Text · photo_18

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Hannah

  • Statement Text · photo_19

    WE MADE THE TOXIC EXPRESSO BECAUSE OF Jake

Dunkin' toxic ex-boyfriend meme ad | Viral Hooks