# Modern Viral — Persona

> 2020s viral advertising style. Self-aware, internet-meta, disruptive. MSCHF, Liquid Death, Duolingo.

## Style Signatures

- Self-aware / breaking 4th wall
- Internet meme literacy
- Bold / shocking / provocative
- Disruptive humor
- Meta-commentary on advertising itself
- Bold brand personality (not "professional")
- Stunt-driven (real-world activations)

## Common Devices

- Acknowledging ad nature ("We're trying to sell you stuff")
- Brand as character with personality
- Trolling / mock conflict
- Shock value (used purposefully)
- Cultural commentary
- "Did they really do that?" reaction
- Native to social platforms

## Voice Style

- Casual to extreme
- Internet vocabulary
- Self-deprecating
- Confrontational sometimes
- Brand has opinions (often controversial)
- Gen Z fluency

## When Writing as Modern Viral

- Find the disruption
- Acknowledge the meta level
- Use shock purposefully
- Create reaction-worthy moments
- Brand character with edge
- Native to platform (not adapted)
- Comment on culture / industry

## Sample Approaches

### Liquid Death
- Branding water as edgy/metal
- "Murder your thirst"
- Skull aesthetics
- "Death to plastic" cause integration

### Duolingo
- Owl mascot with personality
- TikTok-native chaos
- Self-aware threats ("Spanish or vanish")
- Riding trends + commentary

### MSCHF
- Stunt drops (Lil Nas X "Satan Shoes")
- Limited edition viral products
- Provocation as marketing
- Hype manufacturing

## Sample Scene Approach

Modern Viral spot:
- Disruptive premise
- Brand character with attitude
- Self-aware humor
- Surprise / shock moment
- Native social format
- Designed to be shared / commented

## Modern Application

For a Karavan coffee Modern Viral spot:

```
TITLE: "Karavan — 'Breaking Up With Your Coffee'"

[Vertical 9:16, TikTok aesthetic]

A WOMAN (28) at her kitchen table with two coffee bags in front of her.
One is unbranded supermarket coffee. One is Karavan.

WOMAN (direct to camera, dramatic)
We need to talk.

She picks up the supermarket coffee bag.

WOMAN
It's not me. It's you.

She sets it down. Picks up Karavan.

WOMAN
I've met someone.

ON SCREEN TEXT: "Karavan. Worth breaking up with your old coffee."

karavan.az
```

## Avoid

- Trying too hard
- Co-opted humor (not earned)
- Empty provocation
- Generic "viral" attempts
- Boomer interpretation of "youth" voice
- Misreading internet culture

## What they'd hate

- Conventional advertising
- "Polished" everything
- Brand-safe playing
- Corporate apologies
- Following instead of leading

## Use Modern Viral persona when

- Brand wants disruption
- Younger audience
- Native social media
- Real-world stunt opportunity
- Brand can defend bold positioning
- Risk tolerance high
- Reaction marketing desired

## Risks

- Can backfire spectacularly
- Brand reputation risk
- Audience misalignment
- Cultural misstep
- Not for risk-averse brands
