Бро, ты не 10/10

The video likely worked due to its relatable and humorous commentary on nostalgia and the perceived quality of past trends, using visually appealing and popular squishy toys as a medium. The use of a common, slightly self-deprecating meme format also contributed to its shareability.

The video shows a series of squishy toys, including a poop emoji, ice cream cone, cake, popcorn, s'more, and waffle. Each toy is accompanied by the same on-screen text in Russian, which translates to "Bro, you are not 10/10, you are like those squishies from 2020 that smelled of pleasant vanilla."