@monte
Instagram · Cinematic Trailer
@monte WHY IS MONTE SO EXPENSIVE? UNLIKE OTHER BRANDS WE TOOK THE HARD ROAD. INVENTING A PRODUCT FROM SCRATCH. FORMULATING, FRAGRANCING AND MANUFACTURING ON ENGLANDS MOUNTAIN GREEN. NO CORNERS CUT. THINGS AS THEY SHOULD. ITS WHY WE HAVE THE BEST PRODUCT ON THE MARKET. ITS WHY WE HAVE BEEN BLOCKED FROM LAUNCHING IN AMERICA. 30P A DAY FOR BEAUTIFULLY TEXTURED HAIR. CHOOSE MONTE.
Performance
Video #33734 · Cinematic Trailer
[01]
The video tells the origin story of the hair product MONTE, starting with a question about its price. It introduces the founders, James and Matt, their lifelong frustration with their hair, and their decision to create a solution after finding existing products from 'Big Hair' brands to be low-quality and ineffective. The narrative highlights their commitment to quality by manufacturing the product in a British factory with traceable ingredients, positioning MONTE as a superior alternative that challenges the established industry.
[02]
[03]
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6.4M234.2×People share absurd brand rumors@davidprotein · Question Montage[04]
[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
Why is
Verbal hook · 50%
Why is Monte so expensive?
Visual hook · 5%
A high-contrast shot of a black product tube with bold white text on a textured red background, with elegant script text overlaid.
[06]
Steal this for your own video
Why is so — here's the honest answer.
[07]
The promise the opener makes, and how the video pays it back
Hook
A direct, value-based question that frames the product as premium and creates an immediate need for justification, hooking the viewer with curiosity about its worth.
Payoff
A concise, mission-driven statement that summarizes the product's ultimate purpose and solidifies its identity as the 'fix' to the industry's core problem.
[08]
The structural pattern this video runs on
Framework
The Underdog Origin Story
Justifying a premium product's price by framing its creation as a heroic journey against a flawed, incumbent industry, thereby transforming cost into a feature of quality and integrity.
The Relatable Origin Story
Introduces the creators and grounds the product's existence in a personal, authentic, and highly relatable problem, building an immediate emotional connection with the audience.
The Failed Quest
Demonstrates the inadequacy of all existing market solutions through the creators' past struggles, establishing a clear and frustrating gap that the new product will fill.
The Narrative Twist
Pivots from a simple problem to a larger conspiracy, revealing that the market's failure isn't accidental but a systemic issue, making the viewer feel they are being let in on a secret.
The Industry Villain Reveal
Personifies the systemic problem by creating a clear antagonist (the 'big brands' or 'the industry') and detailing their specific 'sins' (cheap materials, poor results, prioritizing profit over people).
The Call to Adventure
Positions the creators as protagonists who decide to take on the villain and solve the problem for everyone, creating a compelling underdog narrative.
The High-Stakes Commitment
Raises the narrative stakes by emphasizing the difficulty and uniqueness of the creators' chosen path, reinforcing their commitment to quality over convenience.
The Superior Process Montage
Provides the core evidence to answer the hook's question. It's a rapid-fire sequence showcasing all the difficult, expensive, and ethical steps taken in the creation process, systematically stacking perceived value.
The Hero Product Reveal
Presents the final product as the physical culmination of the entire journey, now imbued with the story's value and positioned as the definitive solution.
WHY IS MONTE SO EXPENSIVE? UNLIKE OTHER BRANDS WE TOOK THE HARD ROAD. INVENTING A PRODUCT FROM SCRATCH. FORMULATING, FRAGRANCING AND MANUFACTURING ON ENGLANDS MOUNTAIN GREEN. NO CORNERS CUT. THINGS AS THEY SHOULD. ITS WHY WE HAVE THE BEST PRODUCT ON THE MARKET. ITS WHY WE HAVE BEEN BLOCKED FROM LAUNCHING IN AMERICA. 30P A DAY FOR BEAUTIFULLY TEXTURED HAIR. CHOOSE MONTE.
title · beginning
Why is
title · beginning
so Expensive?
contextual · beginning
JAMES
contextual · beginning
MATT
title · middle
There is a Reason
contextual · middle
Matt's Dad
informational · middle
A BRITISH owned factory
branding · end
MONTE
Why is mom so expensive? Well, this is James and Matt, two wiry haired boys who best at school and bonded over their sheer frustration with their shit hair. Whilst growing up, they tested hundreds of products only to become increasingly furious as the wind kept ruining their hair. Until one day, they thought So why has no one ever done this before? There is no good reason. Well, actually, James, there is a reason. Big hair has been flogging the same clay, wax, and sea best spray for decades, making insane profits on nasty products that collapse in the wind, damage tier, and don't wash out. So we decided to do something crazy. They decided to fix it themselves. But do they really have what it takes? Apparently, no. Nobody had ever made what they were making before. There was only one way to ensure quality. Making it in a British owned factory invented formulated fragrance manufactured in package on England's mountain green containing ingredients traceable to the field they were planted in. No shortcuts or cheap filler. Just a 30 p a day solution to flat hair that big brands didn't want you to have. I'm James. And I'm Matt. And this is Good. The hair brand that's fixing hair.