A pub bolted onto a Lidl is odd enough to stop you. The title asks why, and the thumbnail answers They had to, which only raises a bigger question. What could force a supermarket to open a pub?
How the packaging works
Title
Naming Lidl gives a brand most UK viewers know well, and asking 'Why' in plain words makes the strange fact the whole promise.
Thumbnail
The yellow glow picks out the small pub on the big Lidl shed, and 'They had to.' ends in a full stop, as if the reason is simple.
Remix this
When your title asks a question, let the thumbnail give a short, confident answer that raises a new question. The viewer gets a reply but still needs the video to understand it.
The transferable lesson
Answer the question with a bigger question.
NicheBusiness
Click driverCuriosity GapExpectation Violation
Turn the lesson into a decision
Apply this pattern to your next video.
Bring the reference into a packaging brief, then decide what your title and thumbnail should each communicate.
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