@njtransit
Instagram · Quick Hit
@njtransit 🐂 🗨️ In December 2023, a Texas longhorn steer wandered onto the tracks near Newark Penn Station during the morning rush, briefly disrupting service and making national headlines. Now, he's back. Ricardo Says… is NJ TRANSIT’s courtesy campaign, delivering simple reminders with a touch of New Jersey personality—and featuring one very unforgettable bull. Learn more at the link in bio.
Performance
Video #31769 · Quick Hit
[01]
The video compiles news footage and social media posts about a bull that got loose on NJ Transit tracks, showcasing the viral nature of the event. It then transitions to reveal that the bull has been adopted as the new animated mascot, Ricardo, for a public courtesy campaign called 'Ricardo Says...'
[02]
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[05]
What stops the scroll in the first 3 seconds
Verbal hook · 35%
New information tonight on a steer that got loose in New Jersey.
Visual hook · 65%
An unexpected and jarring image of a large brown bull with horns walking along train tracks inside a station, immediately creating curiosity and surprise.
[06]
Steal this for your own video
Open on a visibly in a .
[07]
The promise the opener makes, and how the video pays it back
Hook
The video opens with a montage of authentic, third-party footage (like news clips) depicting a chaotic and unusual public event, immediately establishing high stakes and generating curiosity about the outcome.
Payoff
The payoff is the surprising transformation of the chaotic event's central figure into a controlled, branded asset, providing a satisfying and clever resolution.
[08]
The structural pattern this video runs on
Framework
The Mascot Origin Story
This framework leverages a real-world, chaotic, or viral event and reframes it as the origin story for a new, official entity (like a product, campaign, or mascot). It transforms a moment of public disruption into a planned, positive resolution.
The News Flash Montage
A rapid succession of clips from authoritative sources establishes the core conflict or event. The overlapping audio and varied visuals create a sense of a large-scale, widely-discussed incident.
The Hype Transition
A short, energetic, and culturally relevant audio cue is used to pivot the narrative from documenting the past event to teasing a new development, building anticipation.
The Comeback Proclamation
A definitive audio statement announces the return of the central subject from the initial event, framing it as a significant comeback.
The Official Reveal
The narrative culminates in a clean, branded graphic or video that reveals the subject's new, official status or transformation, resolving the initial chaos with a surprising re-contextualization.
🐂 🗨️ In December 2023, a Texas longhorn steer wandered onto the tracks near Newark Penn Station during the morning rush, briefly disrupting service and making national headlines. Now, he's back. Ricardo Says… is NJ TRANSIT’s courtesy campaign, delivering simple reminders with a touch of New Jersey personality—and featuring one very unforgettable bull. Learn more at the link in bio.
branding · beginning
Sound Source: CBS New York
title · middle
RODEO ON THE RAILS
title · middle
BREAKING NEWS BULL ON THE LOOSE
title · end
Introducing Ricardo Says...
contextual · end
Hello!
New information tonight on a steer that got loose in New Jersey. Witnesses at Newark Penn Station steering clear. A bull or a steer or a cow on the run-in Newark. Tell a friend to tell a friend. She's back.