@abbvie
Instagram · Faceless
@abbvie Every strikeout this @mlb Postseason hits harder. ⚾ We're doubling Striking Out Cancer donations through October, because the fight against #cancer doesn't take a break. More Ks. More impact. The biggest strikeout is still ahead. To learn more, visit abbvie.com/mlb.
Performance
Video #43678 · Faceless
[01]
The video promotes a partnership between AbbVie and MLB Postseason by using a montage of dramatic baseball strikeout clips. A narrator explains that every strikeout triggers a donation from AbbVie to fight cancer, and announces that these donations will be doubled during the Postseason, concluding with the message that the biggest strikeout—against cancer—is yet to come.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 40%
Sixty feet, six inches.
Verbal hook · 5%
Two ounce, the one two fish.
Visual hook · 55%
A dramatic, slow-motion shot of a baseball pitcher on the mound in the rain, creating a serious and cinematic mood, followed by rapid cuts of other pitchers in action.
[07]
The promise the opener makes, and how the video pays it back
Hook
Immediately grounds the viewer in a familiar, high-stakes context using recognizable audio and visual cues from a specific domain.
Payoff
Concludes the narrative by shifting the focus from the tangible actions shown to a larger, metaphorical, and yet-to-be-achieved goal, leaving the audience with a sense of purpose and a forward-looking mission.
[08]
The structural pattern this video runs on
Framework
The Impact Multiplier
To reframe a common, tangible action by revealing its connection to a larger, more profound purpose, and then escalating the stakes of that connection to create an emotional and aspirational payoff.
The Scale Reframe
Takes a known, finite measurement or detail of the action and contrasts it with a much larger, abstract, and more significant impact, creating an immediate sense of curiosity.
The Mechanism Reveal
Explains the direct causal link between the initial action and the larger impact, satisfying the curiosity created in the previous beat by introducing the core mission or partnership.
The Midpoint Escalator
A short, transitional phrase that explicitly signals to the viewer that the stakes are about to be raised, building anticipation for a new revelation.
The Stakes Multiplier
Delivers on the promise of the previous beat by revealing how the established mechanism is being amplified, intensified, or made more significant for a limited time.
Every strikeout this @mlb Postseason hits harder. ⚾ We're doubling Striking Out Cancer donations through October, because the fight against #cancer doesn't take a break. More Ks. More impact. The biggest strikeout is still ahead. To learn more, visit abbvie.com/mlb.
contextual · beginning
Sixty feet, six inches.
branding · middle
abbvie STRIKING OUT CANCER
informational · middle
DONATIONS TO FIGHT CANCER WITH EVERY STRIKEOUT
informational · middle
AbbVie is doubling Striking Out Cancer donations.
contextual · end
Because the biggest strikeout is yet to be thrown.
branding · end
abbvie | POSTSEASON 2025 Official Pharmaceutical Partner of Major League Baseball
Two ounce, the one two fish. 60 best, six inches. That's how far this strikeout will travel, but its impact will be felt much farther. With every strikeout, another donation from AbbVie to fight cancer and support patients, and we're not done yet. This worst season Swing out of it. AbbVie is doubling, striking out cancer donations strike right because the biggest strikeout swinging is yet to be thrown.