@calebpressley
Instagram · Skit
@calebpressley SHOW US YOUR MEEMAWS!!! Submit your Meemaw for a chance for her to win $65,000, her own app-exclusive Hardee’s meal, and become the first ever Hardee’s Meemaw! To enter: post a video, tag @Hardees and use the hashtag #HardeesMeemaw. Visit the link in Hardee’s bio to learn more on how to enter
Performance
Video #38367 · Skit
[01]
The creator, acting as a retro game show host, announces a casting call for the fast-food brand Hardee's. He explains that the brand is searching for the first-ever "Hardee's Meemaw," defines the ideal characteristics, details the prize (becoming the face of the brand and getting a custom meal), and provides a clear call-to-action on how to enter the contest via social media.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Verbal hook · 35%
America, show us your Meemaw's.
Visual hook · 65%
A man dressed as an elderly woman ('Meemaw') with a grey wig and pink hair curlers dances on a retro game show stage, immediately followed by a cut to a large, cheering audience. The unusual character and high-energy crowd create an immediate visual hook.
[06]
Steal this for your own video
A dancing on a — followed by an immediate cut to a .
[07]
The promise the opener makes, and how the video pays it back
Hook
A formal, large-scale address to the audience, presenting a slightly absurd but compelling mission with a tone of mock-seriousness.
Payoff
A final, high-impact reveal of the tangible rewards (e.g., a large cash prize) combined with a reiteration of the call to action, solidifying the incentive to participate.
[08]
The structural pattern this video runs on
Framework
The People's Champion
A mock-formal, large-scale talent search or contest that invites the audience to nominate a relatable figure from their own lives for a significant prize and title, thereby generating user-generated content and brand affinity.
The Quest Declaration
State the singular, ambitious goal of the campaign, framing it as a prestigious and important search (e.g., 'to find the first ever...').
The Archetype Definition
Describe the specific qualities and characteristics of the ideal candidate, making the concept relatable and giving the audience a clear target to nominate.
The Explicit Invitation
Directly state that this is a contest or casting call, clarifying the video's purpose and formally inviting participation.
The Legacy Prize Reveal
Announce the non-monetary, high-status prize, such as becoming the 'face of' the brand, receiving a title, or having a product named after them.
The Scope of Influence
Define the reach and impact of the winner's new status, adding a layer of celebrity and making the prize feel more tangible.
The Entry Protocol
Provide simple, clear, step-by-step instructions on how the audience can submit their entry, including specific actions like tagging and using a hashtag.
The Personal Validation Hook
Re-frame the call to action as an opportunity for the audience to prove the value and specialness of their nominee, connecting the contest to their personal pride and emotions.
SHOW US YOUR MEEMAWS!!! Submit your Meemaw for a chance for her to win $65,000, her own app-exclusive Hardee’s meal, and become the first ever Hardee’s Meemaw! To enter: post a video, tag @Hardees and use the hashtag #HardeesMeemaw. Visit the link in Hardee’s bio to learn more on how to enter
informational · beginning
MEEMAW MEE-maw | (noun): A sweet, yet sassy grandma, granny, nana or whatever the heck it is you call that special lady in your life.
contextual · middle
*'FACE OF HARDEE'S' REFERS TO THE FIRST HARDEE'S MEEMAW FEATURED IN THIS CAMPAIGN AND DOES NOT IMPLY EXCLUSIVE BRAND REPRESENTATION.
call-to-action · middle
POST A VIDEO TAG HARDEE'S
call-to-action · middle
#HARDEES MEEMAW
call-to-action · end
POST YOUR ORIGINAL PHOTO OR VIDEO ("ENTRY") TO INSTAGRAM, TIKTOK, FACEBOOK, X (FORMERLY KNOWN AS TWITTER), OR THREADS, TAG @HARDEES AND INCLUDE THE OFFICIAL CAMPAIGN HASHTAG #HARDEESMEEMAW
America, show us your Meemaw's. Settle down. I'm Caleb Presley, and Hardee's has entrusted me with the most important assignment of my career, to find the first ever party's Meemaw. No just a grandma, the grandma. The one who's equal parts sweet, sassy, and just a little bit mischievous. Yes, America. This is a casting call because one lucky Meemaw is about to become the official face of Hardee's and get her very own meal on the menu. That's right. Your Meemaw could become a phenomenon in surrounding areas of participating Hardee's locations. Introduce us to the Meemaw in your life and tell us why she deserves to become the inaugural Hardee's Meemaw. Post a video, tag Hardee's, and use the hashtag Hardee's Meemaw to enter. Show us what you've known all along that your Meemaw knows best. Let's get it. The winning Meemaw will receive $65,000 and her own app exclusive meal.