The DermablendPro “Go Beyond the Cover” video was released only a month ago and has already accumulated over 4 million views on Youtube.
Rightly so, this video captures people’s attention by introducing a surprise—the seemingly unassuming man on the screen is actually covered in tattoos. The video begins with Rick Genest, also known as Zombie Boy, walking into the frame and sitting in a director’s chair. Covered from the waist up in Dermablend Tatoo Primer and Leg and Body Cover and Loose Setting Powder, the viewer doesn’t know what to expect as he peels off his t-shirt and begins scrubbing his chest until his hand pulls away to reveal a darkened spot. Schemas broken, we’re glued to the video as he grabs a towel and begins vigorously scrubbing his face.
Heath & Heath tell us, in their book Made to Stick, our brains are designed to be keenly aware of changes: of counterintuitive things. If we want to capture people’s attention, the authors say the best way to do it is by creating a surprise.