Ruler

The video likely worked due to its unexpected and jarring transition from mundane objects to unsettling, dark imagery, creating a sense of mystery and intrigue that captured viewer attention.

The video shows a person holding a ruler and then a closet pole, implying they are being used as weapons. The visuals transition to dark, unsettling imagery.

Ruler: it is used to measure something. It merely appears. Removing it would not change what happens in the video. Closet pole: it is used as a weapon. It ACTS. Removing it would change what happens in the video.