Hook
Pattern interrupt
Something so out of place your brain has to stop and process it.
How to spot it
A frame that breaks the genre conventions you expect — wrong color, wrong tempo, wrong tone.
Used well
Tie the interrupt to a real product truth, so the surprise pays off.
Used badly
Random weirdness that has nothing to do with the brand — viewers remember the stunt, not you.
In the wild · 2 teardowns