What are you?

@bbc

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SoundTikTok sound · original sound - bbc

Promoted product

The Traitors

Why it worked

The video leverages a high-stakes, dramatic moment from a popular reality show, using the shock value of a contestant's confession to drive engagement and interest in the full series.

Summary

A clip from the reality show The Traitors shows contestants reacting in shock after Richard E. Grant openly admits to being a Traitor. The video highlights the dramatic and unconventional gameplay strategy used by the celebrity contestant.

Structure

1Richard E. Grant admits to being a Traitor
2Contestants react with disbelief and confusion
3Discussion of the bold strategy
4Call to action to watch on BBC iPlayer

Product placement

BBC iPlayer (a) ACTS — it is the streaming platform where the show is hosted, and the video includes a button/overlay to "Watch on iPlayer". Removing it would remove the call to action and the destination for the viewer. The Traitors (a) ACTS — it is the show being promoted, and the video is a clip from it. Removing it would remove the subject of the video.

Original caption

He's just so random 🤪 #TheCelebrityTraitors #TheTraitors #TheTraitorsUK #ClaudiaWinkleman Host Claudia Winkleman will welcome an eclectic mix of people and personalities ranging from BAFTA and BRIT award winners through to social media stars plus some of the UK’s most cherished actors, comedians, presenters and beyond as the celebrities question who they can and can’t really trust, figure out who deserves to be banished and try to discover which of them is plotting murder under the cover of darkness.

More from @bbc

Call to action

Watch on iPlayer

On-screen text

SPOILER WARNING Is this move GENIUS...or a HUGE RISK?! Traitor. Watch on iPLAYER You're what? Right. What's the point of being in the game if you're not? It's an interesting angle. You need to be very clear that you're not. I'm going to pretend that I didn't hear that. [whispering] Faith-Faithful... Faithful, yeah. Bingo. Well done. Changed your mind so quickly? I think you've just done something that's never happened in the game. Bold strategy. We've got massive news. Right, so, I just said to Richard E. Grant, "Are you a Traitor?" and he went, "Yes, I'm a Traitor." Oh, my God. No one can suss out Richard. He's an anomaly. If I see him in that turret, what kind of game is that? What game is he playing? I can't believe you're playing this game though, you've been saying you're a Traitor! You are mad! It is Richard! It's just so wild. He was saying, "I'm a Traitor." And he actually is! Apparently, you've just declared yourself a Traitor?

Transcript

What are you? Traitor. Traitor. You're what? Traitor. He's a Traitor. Are you? Yeah. Right. What's the point of being in the game if you're not? You know? Right. Okay. It's an interesting angle. You need to be very clear that you're not. I'm going to pretend that I didn't hear that. And... What are... What are you... What are you, Richard? [whispering] Faith-Faithful... Faithful, yeah. Yeah. I'm a faithful. Bingo. Well done. Changed your mind so quickly? I think you've just done something that's never happened in the game. Bold strategy. It is a bold strategy. We've got massive news. Right, so, I just said to Richard E. Grant, "Are you a Traitor?" and he went, "Yes, I'm a Traitor." Oh, my God. No one can suss out Richard. He's an anomaly. If I see him in that turret, what kind of game is that? What game is he playing? I can't believe you're playing this game though, you've been saying you're a Traitor! You are mad! It is Richard! It's just so wild. He was saying, "I'm a Traitor." And he actually is! Apparently, you've just declared yourself a Traitor? Well...