@mschf
Instagram · Carousel
@mschf Not Wheels™ dropping August 30th at 2PM ET on mschfnotwheels.com
Trending short videosSatirical beat-up toy car product photos.
The edit1 shot · 9 text
Shots Text
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Video #7531 · Carousel
Satirical beat-up toy car product photos.from @mschf
[01]
Overview
This is a carousel post announcing the launch of a product called 'Not Wheels' by the art collective MSCHF. The photos showcase a 1:64 scale toy car designed to look like a clunker, complete with rust, dents, a mismatched door, and a missing wheel. The images include shots of the car in its satirical packaging and detailed close-ups from various angles against a clean white background.
[02]
Simple outline
- 1Hook with anti-marketing slogans
- 2Showcase intentional flaws visually
- 3Escalate with absurd fine print
- 4Drop real purchase details
[03]
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Classification
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook · 55%
NOT WHEELS™
Verbal hook · 15%
Not Wheels™ dropping August 30th at 2PM ET on mschfnotwheels.com
Visual hook · 30%
The primary visual hook is the strong juxtaposition of a beat-up, rusty, and damaged toy car presented within pristine, professional-style product packaging. This unexpected combination creates a pattern interrupt and immediate humorous intrigue.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
Subvert expectations on the first slide with an 'anti-pitch' title card featuring contradictory, brutally honest, or self-deprecating claims that parody standard advertising.
Payoff
Anchor the viral joke with a completely serious, real-world call to action, providing the actual release date, time, and link in the caption or final slide.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Satirical Anti-Pitch Reveal
Leveraging comedic dissonance by presenting an intentionally flawed or absurd concept using traditional, hyper-serious marketing tropes and fake legal disclaimers to build viral hype.
- 1
The Easter Egg Zoom
Reward the swipe momentum by highlighting specific, humorous micro-details or intentional flaws in the mid-carousel slides to reinforce the central irony.
- 2
The Unhinged Disclaimer
Escalate the satire in the late-carousel slides by presenting a dense wall of text, such as fake terms and conditions, absurd lore, or exaggerated sound effects, pushing the joke to its peak.
Themes
Techniques
Trends
Post caption
Not Wheels™ dropping August 30th at 2PM ET on mschfnotwheels.com
Text overlays
branding · photo_0
MSCHF
informational · photo_0
USED FOR 2024
informational · photo_0
NOT TOTALED YET
informational · photo_0
CINDER BLOCK NOT INCLUDED!
branding · photo_0
NOT WHEELS™
contextual · photo_4
WASH ME!!!
contextual · photo_4
2FHCSM4
contextual · photo_6
vroooom vroooooooooom vrooooooooooommmmmm vrooooooooooommmmmmm k-clunk skkkkkrrrrrrtttt ***
informational · photo_6
*NO WARRANTY. Car is in great condition, just needs a little work. MSCHF will not offer any replacements. By purchasing this NOT WHEELS™ Basic 1:64 scale car, buyer indicates that they own polyester putty, spray paint, and know a guy who can buff out dents. Born to Drive. World is a truck. I am Hot Wheel. 410,757,864,330 dead cars. This is not one of them yet.