Yeah my first thought was that those aren't memes, they are the "guidance" I guess. The words are the message, the background sets the tone. Bad luck Brian isn't the meme, he's what sets the stage that lets you know the tone for the hook.

If someone says: "Toenail needs cutting

Kick a brick wall"

Youd be like okay that's excessive .. but you put chaos wolf behind it and your like, I shouldve expected that