@ethandressen
Instagram · Single Photo
@ethandressen I wanna be the big cheese
Trending short videosMan in office with corporate meme text.
The edit1 shot · 1 text
Shots Text
Performance
- Views
- 1.6M
- Likes
- 108.9K
- Comments
- 217
- Engagement
- 6.7%
- Outlier
- 385.5×
Video #28698 · Single Photo
Man in office with corporate meme text.from @ethandressen
[01]
Overview
The photo features a man in business casual attire standing in an office hallway. A large, white text overlay expresses a humorous and cynical career goal: to climb the corporate ladder to a position of power where minor professional norms can be ignored.
[02]
Simple outline
- 1Establish relatable premise
- 2Subvert with cynical motivation
- 3Detail the specific payoff
[03]
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Classification
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook · 75%
CLIMBING THE CORPORATE LADDER UNTIL I CAN SHOW UP 10 MINUTES LATE TO EVERY MEETING AND FORWARD EMAILS WITH JUST ‘FYI’ AND NO CONTEXT
Verbal hook · 15%
I wanna be the big cheese
Visual hook · 10%
A man in a generic corporate hallway setting is juxtaposed with a bold, multi-line text overlay that dominates the visual field, creating an immediate and relatable meme format.
[06]
Hook template
Steal this for your own video
CLIMBING THE UNTIL I CAN AND
- — CLIMBING THE RESTAURANT LADDER UNTIL I CAN CHANGE THE MENU WITHOUT ASKING ANYONE AND CALL IT A “CHEF’S SPECIAL”
- — CLIMBING THE ACADEMIC LADDER UNTIL I CAN CANCEL CLASS WITH ONE EMAIL AND CALL IT “INDEPENDENT STUDY”
- — CLIMBING THE FITNESS INDUSTRY LADDER UNTIL I CAN ARRIVE LATE TO THE WORKOUT AND STILL CALL IT A WARM-UP
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
The entire text overlay acts as the hook, presenting a complete, self-contained statement that combines a familiar premise with a surprising and humorous punchline, all delivered in a single view.
Payoff
The payoff is the immediate humor and relatability generated by the subversion of a conventional ambition, requiring no further slides or interaction.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Relatable Subversion
To deliver a complete, self-contained joke or relatable observation in a single frame by setting up a common scenario and then subverting the expected outcome with a humorous, cynical, or petty motivation.
- 1
The Premise-to-Punchline Statement
A single block of text that first establishes a common, relatable situation or goal, then immediately pivots to reveal a petty, cynical, or humorous motivation, delivering the entire narrative arc in one view.
Themes
Techniques
Trends
Post caption
I wanna be the big cheese
Text overlays
informational · photo_0
CLIMBING THE CORPORATE LADDER UNTIL I CAN SHOW UP 10 MINUTES LATE TO EVERY MEETING AND FORWARD EMAILS WITH JUST ‘FYI’ AND NO CONTEXT