POV: We make eye contact
If you’ve ever wondered what it would be like to find love if you were a worm wriggling down a sidewalk or a victim of a serial killer, this trend is for you. These nonsensical videos ask the viewer to take the point of view, or “POV,” of a person, animal or object as the person in the video acts out a highly-specific scenario accompanied by a slowed-down version of Olly Murs’ song “Up.” In time to the song’s shift to the chorus, the person being filmed briefly slows their actions and turns to make flirty eye contact with the viewer before continuing what they were doing at a normal speed. For example, in the video mentioned earlier, the person acting out being dragged away by a killer pauses to wink at the camera before returning to their fictional demise.
This trend first emerged last December, but its more absurdist renaissance is much more recent. Brands have also begun putting their own spin on the format—Regal Cinemas, for example, presented the extremely romantic scenario of two dirty kernels of popcorn falling in love at first sight while being swept up in a movie theater. The Washington Post, meanwhile, used the trend to convey the news about the merger between Spirit Airlines and JetBlue Airways.
As the contrast between these two takes on the trend demonstrates, this video format is rife with potential for brands, whether asking followers to imagine themselves as one of their products or taking things in a more abstract direction.