13:09linear cities don't work saudi arabia, here's why.
Save referenceExpectation Violation
Saudi Arabia sold The Line as the city of the future. THIS IS DUMB says the opposite, with an arrow on the glowing strip across the desert. If you saw the promo and had doubts, this says them out loud, and you want the reasons.
'Linear cities' judges the whole idea, not one project, and the all-lowercase wording addressed to Saudi Arabia reads like a blunt text, not a headline.
THIS IS DUMB has a clear target, the glowing strip the red arrow points at, and people who followed the news will recognise it as The Line.
When a hyped product or project is in the news, put your blunt verdict on the thumbnail with an arrow at the thing people recognise. Let the title judge the whole idea and promise the reasons.
Say out loud what viewers already suspect about the hype.
Apply this pattern to your next video.
Bring the reference into a packaging brief, then decide what your title and thumbnail should each communicate.