What worked

(1/2) Hook

The video opens with super recognisable context which brings the audience in.

Almost everyone drinks one kind of milk or other, and will be familiar with the constant, raging debate around which type of milk you choose to drink.

By opening with recognisable context + figures (e.g. Joe Rogan), we feel like a part of the discussion.

The video then opens a significant curiosity gap with the appearance of Aubrey Plaza presenting a strange milk ad.

(2/2) Skits

The creator brilliantly breaks down the hypocrisy around milk consumption during S3.

He’s able to simply summarise the reason why everyone in the US school system is (or was?) mandated to drink a glass of milk per day.

Again, this is something a lot of people will be familiar with but might not know the backstory to.

By breaking this down succinctly and amusingly, my curiosity is satisfied (and I’m also having a laugh).

What to improve

(1/2) Foreshadowing

The creator mentions that the government are responsible for our engineered love of milk at the start…

But then this isn’t brought up again for ages.

Until we get into the history of milk at around 4 minutes, I’m no longer sure what we’re building towards, which is a problem for retention (as reflected during S2).