Viral Hooks
Trending short videosSatirical ad for products from a cow
M

@mschf

Instagram · Carousel

@mschf We bought a cow! Angus is a few months old - and we’re preselling him as 1200 burger patties and 4 leather handbags, to be produced in 2 years when he reaches slaughtering age. In 2024, you get a metal Angus Token; in 2026 you get burgers and bags. HOWEVER purchasers may voluntarily give up their order to save Angus. If >50% of pre-order interest is given up, Angus will be re-homed to a Home for Happy Cows, and all proceeds from the sale will fund his worry-free retirement. Angus was destined for slaughter from the moment of his conception. His circumstances are only improved by this project. Our Cow Angus constructs an artificial circumstance in which remorse becomes actionable. When the post-purchase glow wears off and you’re staring down the barrel of 2 years of pathos-laden updates on Angus as he grows up you can in fact concretely reverse your consumer choice. Our Cow Angus fulfills the fantasy of market mechanisms for social change. If you want Angus to live, in defiance of man and industrial production, then your path is clear-cut and commercial: buy Angus Tokens and give them up in the Remorse Portal. Conscious Consumerism actually can win this one. On the other hand, Le Vache Qui Meurt is looking mighty tasty out there. OurCowAngus.com

View original on Instagram

The edit1 shot · 10 text
Shots Text

Performance

Views
794.8K
Likes
53K
Comments
1.3K
Engagement
6.8%

Video #9039 · Carousel

Satirical ad for products from a cowfrom @mschf

[01]

Overview

This carousel post is a satirical art project that introduces a live calf named Angus in the first image, followed by two advertisement-style images promoting a burger pack and a leather bag to be made from him. The project critiques consumer culture and the disconnect between animal products and their living sources by framing the transaction within a 'conscious consumerism' model where buyers can choose to save the animal.

[02]

Simple outline

  1. 1Mimic standard product listing
  2. 2Inject jarring literal descriptions
  3. 3Weaponize familiar marketing buzzwords
  4. 4Force context-seeking via caption

[03]

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[04]

Classification

Format
Carousel
Concepts
Satirical Product PitchHot TakeBrand Manifesto
Elements
Text OverlayTemplated Graphic LayoutSurreal Juxtaposition
Account
Brand
Topics
SatirePets & AnimalsFoodAccessories

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 35%

THE ANGUS BURGER 3-PACK

Verbal hook · 45%

We bought a cow! Angus is a few months old - and we’re preselling him as 1200 burger patties and 4 leather handbags...

Visual hook · 20%

The stark visual contrast between the endearing close-up portrait of a live calf in the first slide and the glossy, commercial advertisements for burgers and a leather bag made from its body in the following slides.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

A visually familiar e-commerce product slide that contains a highly disturbing or brutally literal detail in the fine print, breaking the viewer's scrolling autopilot.

Payoff

The culmination of the catalog forces the user to the caption to understand the 'why' behind the jarring products, transitioning them from passive shoppers to active participants in a moral or philosophical dilemma.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Satirical Storefront

Disguising a provocative or morally complex thought experiment as a standard e-commerce product catalog. The carousel uses the sterile, familiar visual language of online shopping to deliver jarring, literal truths, creating cognitive dissonance that forces the viewer to read the caption for context.

  1. 1

    The Trojan Horse Product

    Establish the visual language of a standard online store while introducing the core shocking premise in the product description.

  2. 2

    The Commodification Escalation

    Present subsequent 'products' that build on the initial premise, often increasing in price or absurdity to prove the concept isn't a one-off joke.

  3. 3

    The Dissonance Engine

    Continuously pair universally accepted marketing buzzwords with the brutal reality of the product to highlight consumer hypocrisy.

Themes

  • consumerism
  • animal ethics
  • satire
  • social commentary
  • cognitive dissonance

Techniques

  • juxtaposition
  • parody
  • professional photography
  • graphic design

Trends

  • provocative marketing
  • conceptual art project

Post caption

We bought a cow! Angus is a few months old - and we’re preselling him as 1200 burger patties and 4 leather handbags, to be produced in 2 years when he reaches slaughtering age. In 2024, you get a metal Angus Token; in 2026 you get burgers and bags. HOWEVER purchasers may voluntarily give up their order to save Angus. If >50% of pre-order interest is given up, Angus will be re-homed to a Home for Happy Cows, and all proceeds from the sale will fund his worry-free retirement. Angus was destined for slaughter from the moment of his conception. His circumstances are only improved by this project. Our Cow Angus constructs an artificial circumstance in which remorse becomes actionable. When the post-purchase glow wears off and you’re staring down the barrel of 2 years of pathos-laden updates on Angus as he grows up you can in fact concretely reverse your consumer choice. Our Cow Angus fulfills the fantasy of market mechanisms for social change. If you want Angus to live, in defiance of man and industrial production, then your path is clear-cut and commercial: buy Angus Tokens and give them up in the Remorse Portal. Conscious Consumerism actually can win this one. On the other hand, Le Vache Qui Meurt is looking mighty tasty out there. OurCowAngus.com

Text overlays

  • title · photo_1

    THE ANGUS BURGER 3-PACK

  • informational · photo_1

    $35

  • informational · photo_1

    3-PACK. 100% certified USA ground beef burgers, made from Angus' flesh. Pack contains three 5 oz. burger patties. Bun not included.

  • branding · photo_1

    GRASSFED! ORGANIC!

  • contextual · photo_1

    Ships after Angus is slaughtered

  • title · photo_2

    THE ANGUS BAG

  • informational · photo_2

    $1,200

  • informational · photo_2

    Crossbody bag, made from ethically sourced leather; Angus' skin. Adjustable strap. 45cm x 28cm.

  • branding · photo_2

    ETHICALLY SOURCED!

  • contextual · photo_2

    Ships after Angus is slaughtered

Satirical ad for products from a cow | Viral Hooks