During the BET Awards, three days after Michael Jackson's passing*

@tpain

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Promoted product

Ranch Records

Why it worked

The creator uses a poignant and sensitive moment (Michael Jackson's passing) to highlight a surprising and somewhat inappropriate business promotion by Joe Jackson, creating a moment of dark humor and unexpectedness that likely resonated with viewers.

Summary

The video recounts an interview with Joe Jackson at the BET Awards shortly after Michael Jackson's passing. During the interview, Joe Jackson's associate, Marshall, reminds him that they had started a record label called Ranch Records, prompting Joe Jackson to tell the news about it.

Structure

1Setting the scene: BET Awards after Michael Jackson's passing
2Interview with Joe Jackson
3Joe Jackson's associate reminds him about Ranch Records
4Joe Jackson pivots to promoting his record label
5

Original caption

Remember the time…

More from @tpain

Product placement

BET Awards (appears, removing it would not change what happens in the video) Michael Jackson (appears, removing it would not change what happens in the video) CNN (appears, removing it would not change what happens in the video) Ranch Records (acts, removing it would change what happens in the video)

On-screen text

During the BET Awards, three days after Michael Jackson's passing* (Mixed my timeline but my point still stands) Do you know anything Mr. Jackson about funeral arrangements? We haven't got to that yet His dad Michael Jackson's father Michael Jackson's father And he was talking about how sad it was that Michael Jackson passed and all that shit What about Janet and the rest of the family? The daughters? They're all doing fine But I want to make this statement! And in the middle of the interview Joe Jackson's homeboy pulled up This is Marshall here And then he realized that he just started a new record label and he said- He turned to his homeboy and to the news and said Hey! Tell em about the record label Like bro??? Marshall and I We owned a record company called Tell em! Ranch Records You're at the BET Awards three days after your son's passing* You're at the King of- Forget your son Forget it being your son You're at the BET Awards three days after Michael Jackson's passing* and everybody's asking you How do you feel? And you say Hey! Tell em about the record label What??? B*tch!

Transcript

During Michael Jackson's funeral. They were interviewing Joe Jackson (Mixed my timeline but my point still stands) Do you know anything Mr. Jackson about funeral arrangements? We haven't got to that yet His dad Michael Jackson's father Michael Jackson's father And he was talking about how sad it was that Michael Jackson passed and all that shit What about Janet and the rest of the family? The daughters? They're all doing fine But I want to make this statement! And in the middle of the interview Joe Jackson's homeboy pulled up This is Marshall here And then he realized that he just started a new record label and he said- He turned to his homeboy and to the news and said Hey! Tell em about the record label Like bro??? Marshall and I We owned a record company called Tell em! Ranch Records You're at the BET Awards three days after your son's passing* You're at the King of- Forget your son Forget it being your son You're at the BET Awards three days after Michael Jackson's passing* and everybody's asking you How do you feel? And you say Hey! Tell em about the record label What??? B*tch!