Oh, this bad boy.

@gq

1.8M followers · usually 22.2K views a post

Views

1.2M

Likes

151.0K

Comments

342

Shares

2.5K

SoundTikTok sound · original sound - gq

View velocity

+6.3K views over 4.1d · ~1.5K/day · 4 observations

Promoted product

bonnet

Why it worked

The creator uses humor and relatable personal anecdotes to highlight the product's utility, making it seem essential and desirable to the audience.

Summary

A man discusses the importance of wearing a bonnet to protect his hair, especially when it's not in braids. He humorously explains how essential it is for him, even to the point of needing reminders to take it off.

Structure

1Introducing the bonnet
2Explaining its importance for hair protection
3Sharing personal anecdotes about using it
4Humorous exaggeration of its necessity
5Offering bonnets to others

Product placement

GQ (appears, does not act, removing it would not change what happens in the video)

Call to action

At the link in bio, see #LoveIsland's final four guys share their 10 Essentials.

On-screen text

GQ

Original caption

To everyone who spent the summer asking for #SincereRhea's curl routine: Start with getting yourself a bonnet. At the link in bio, see #LoveIsland's final four guys share their 10 Essentials.

More from @gq

More breakout videos from this creator.

Transcript

Oh, this bad boy. This bad boy. The bonnet. The famous Sincere bonnet. This is the infamous bonnet right here. This is a lifesaver. Zach, we've been talking about it. You put me on. Yeah, we're gonna get Zach a bonnet too. Apparently I need one. Protect the curls, Especially when I don't have my hair in braids, I have the locks flowing, you gotta have the bonnet. It's imperative. A nighttime essential for sure. I had to be told at times to take it off. It's like, "All right, Sincere, take it off, it's time." Like I said, I'm new to the long hair group. My mom and my sister are the ones that got me my first one. So, here we are. Here we are, it doesn't leave my side. You travel with it too, yeah. Travel with the bonnet, sleep with the bonnet, cook with the bonnet. Play games with the bonnet. I kind of want a bonnet now. Yeah, I'll get you guys all bonnets.