A few examples of how this meme can be used.
2015
Comic
Trojan Horse
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How it’s used online
People use the meme in a few different ways. One is the small favour that turns into something
much bigger, like your dad asking for ten minutes of help and you ending up working the whole
afternoon. Another is something you willingly let into your life and then regret, like drinking
more water and constantly needing to pee, or downloading a free app that comes with ads
every 30 seconds. It also gets used a lot for politics and more serious topics, usually when
something looks harmless at first but is really bringing a bigger idea, agenda or consequence
in with it. A simple example would be a "small policy change" that ends up bringing a whole list
of new rules.
How it’s used by brands
Brands can use it to show that something which looks simple at first actually has much more
inside. A small product update could turn out to include several new features, or a
simple-looking product could be doing much more behind the scenes than people expect, like
a budgeting app that also tracks subscriptions, warns about overspending and helps plan
upcoming bills. It also works well for making fun of things in your industry, like a "free" plan that
comes with ads, hidden fees and limits, or a cheap subscription that suddenly includes a long
minimum term. The meme can also be used for more relatable posts, like a "quick call" turning
into a 90-minute meeting or "one small request" taking up the entire afternoon.
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Creator: Martin Kozlowski
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