This Ad Went Viral for One Reason: Nobody Knows What It Is

A recent Instagram ad from Speks accidentally became a cross platform viral hit. A screenshot posted on Twitter/X racked up more than 19.3 million views, thousands of reposts, and a comments section full of people all saying the same thing:

What on earth is this product?

The ad shows two soft donut shaped blobs being squeezed in someone’s hand with the line:

Meetings suck, but Gump helps.

No explanation. No context. No clue what Gump is supposed to do.

The result? Millions of people laughing at it, sharing it, and trying to figure out what they are even looking at.

It is the type of viral moment that brands dream of. Free reach across Twitter, Instagram, Reddit, meme pages, reaction accounts, and product reviewers. A perfect storm.

the issue?

This ad did not go viral because it was good.

It went viral because it was confusing.

And that is not a repeatable strategy.

The Big Lesson: You Are Too Close to Your Own Product

One of the biggest problems in marketing teams is this:

You know your product so well that you forget what it is like to see it for the first time.

Internal teams understand the features, the benefits, the category, and the purpose. So when they look at an ad like this, it feels obvious. They already know what Gump is supposed to be.

But your audience does not.

Most people seeing your ad are seeing your brand for the first time in their lives. Your ad is their introduction. That moment needs to be as clear as possible.

Here is the test:

If a stranger scrolling at full speed cannot understand what your product is within 0.5 seconds, you have already lost them.

This ad breaks that rule completely.

Why This Still Worked

Even though the ad failed at clarity, it succeeded at something else: unintentional comedy.

The combination of:

• Squishy rings that look like unfamiliar objects
• A strange slogan
• A product name nobody has heard of
• Zero explanation

created a perfect meme.

People shared it because the confusion was funny.

Other accounts amplified it.

Reaction threads took over.

And the ad became a cultural moment.

That is genuinely impressive.

But it is also extremely rare.

Why You Should Not Copy This Format

Some people will look at this and think:

“Maybe our ads should be mysterious. Maybe unclear works.”

No. Not unless you want to rely on blind luck.

Confusing ads do not convert.

Confusing ads do not scale.

Confusing ads cannot be optimised.

Confusing ads do not build a lasting brand.

This ad is a one off lightning strike.

If you want predictable marketing performance, the rule is still the same:

Show what the product is, show what it does, and make that obvious even to someone who has never heard of it.

Clarity beats confusion.

Every single time.

A Look at Speks Traffic Strength and the High Performing Ads Behind the Brand

Speks may have gone viral for an unclear product moment, but their wider ad library shows they are not amateurs. Traffic.cv < for these results.

Their site pulls in more than 225 thousand monthly visits, with strong engagement and a healthy mix of traffic sources. Around half their traffic arrives direct, which suggests a strong brand and repeat customers. Search drives close to 40 percent, signalling strong intent based discovery from people actively looking for fidget toys and desk stress relievers. The brand is almost nine years old and has built a steady presence that goes far beyond a single meme driven moment.

Their paid ads also show a very different approach from the confusing Gump ad. In their live ad library they run clear, benefit led creatives that explain what the product actually does. They highlight stress relief, concentration, oddly satisfying textures, and the ability to mash, squeeze, or build shapes.

They use testimonials, offers like Buy 2 Get 1 Free, and bright creatives that instantly communicate the product category.

These ads make sense, scale well, and give new customers a reason to click. It is a reminder that while one unclear ad became an online joke, the real work that drives sales is still based on clarity, repetition, and solid creative.

Final Takeaway

Speks accidentally created one of the funniest product ads of the year. It proves that the internet loves chaos. But it also shows why most brands should not try to manufacture it.

Your first touchpoint with a new customer should always be clear, simple, and easy to understand. If your internal team cannot tell whether the ad is obvious to a stranger, it probably is not.

Use this viral moment as a reminder:

You are not your target audience.

Create ads for people seeing you for the first time.