Transcription
In this video, I'm going to be breaking down a few high-erforming ads from popular brands, and we'll talk about the psychology and the principles behind those ads that made them impossible to ignore. So, the goal is to show you why they work, how they convert so well, my understanding, interpretation of what elements really made them stand out, and hopefully you get some value out of it.
For those who don't know, my name is Mike, an ex physicist turned creative strategist. I've been working alongside e-commerce brands for the last 2 and 1/2 years now, helping them with their ad creatives. We've had over seven figures spent on our ad creatives to help scaling ad accounts and finding what actually moves revenue for DTC brands.
And by the way, if you want my team and I to build an entire creative testing system for your brand from ideation, scripting, and production to scaling performance across meta, Tik Tok, YouTube, make sure you click the first link in the description to book a call and uh yeah, let's get into the video.
Okay, so ad number one is from Ridge. They are absolutely crushing it on ads right now. So, we're going to have a look at a video. It's first time watching all of these, so live reaction with you guys as well.
>> This isn't just a wallet. It's a rare find. There's something different about owning something almost nobody else has.
So, first thing first I'm seeing is a pattern interrupt. They're showing us a wallet, but telling us it's not a wallet. So, naturally, I'm going to be a bit curious to see what it is they're actually trying to show us. There's definitely something about having something that nobody has. So, just kind of building that barrier to entry, making the wallet sound a lot more premium cuz not a lot of people have it. So, they're kind of adding that. It's almost like that luxury feel cuz not everyone has, for example, a Lamborghini. So the feeling and the stage you get from all Lamborghini is obviously a element elements that they're trying to add here as well.
>> That's why when Ridge dropped their limited Kugi collection, I had to grab one. Inspired by the Japanese art of turning imperfections into golden masterpieces, each Ridge Kugi wallet has a completely unique golden etched pattern. Literally one of only eight exclusive designs. That means the wallet in my pocket right now, you won't see another one exactly like it. It comfortably carries up to 12 cards, some cash, and even has room for an Air Tag. Rare, refined, and guaranteed to spark conversation every time I pull it out. With a 99-day risk-free trial, free shipping, and free returns, no wonder Ridge is in the pocket of over 5 million men worldwide. Grab your limited edition Ridge Kugi wallet now before they're gone.
>> Fire. Very cleanly edited, really strong voice.
>> Kugi wallet has a completely unique golden etched pattern. Literally.
>> Yeah, I don't even think it's AI cuz you can normally you can kind of hear it just based on the amount of AI audio I've heard. So, it's actual UGC creator doing it.
>> That means the wallet in my pocket right now, you won't see another one exactly like it.
>> So, going back to the hook,
>> this isn't just a wallet. It's a rare find. There's something different about owning something almost nobody else.
So, just to reiterate what I said already, the pattern interrupt. This isn't just a wallet. It's a rare find. So, we can apply this to any product in any niche. So, for example, if it's a sauna sudden, for example, you have the first clip being a sauna and you're saying, "This isn't a sauna." So naturally, that's going to peique people's interest because it's like this clearly is a Sona, but now they're waiting to see what exactly it is that you say.
>> There's something different about owning something almost nobody else.
They back that up by saying this is something that only a few people have. So now it's like, okay, cool. First you're saying it's not a wallet. Now not a lot of people have it. What is this thing?
>> That's why when Ridge dropped their limited Kugi collection, I had to grab one. Inspired by the
>> side note, it does look really nice. Obviously, now they're getting into why the design looks the way it is. So it's a bit more brand style copy. Obviously the editing here is called
>> into golden masterpieces each
>> boom just obviously a cool fun way to show another variation of the wallet
>> wallet has a completely unique golden etched pattern literally one of only eight exclusive designs that means the wallet in my
>> again scarcity limited one of eight designs again they're using that language a lot
>> my pocket right now you won't see another one exactly
>> one thing I do want to note as well which I've noticed is remember initially I did mention that they're really pushing the luxury feel the limited supply not a lot of people have this if you have this you're of a certain status We can see now that they're pairing the watch with a Rolex. Not everyone has a Rolex. So we can see that they're trying to speak to the not necessarily the higher class, but they're really just showing that this is something of value. What they're doing is that they're associating it with luxury. So now naturally, because your watch is beside a Rolex, now it's like, oh, okay, cool. This must be of value. This must be something that I need to get because if I'm someone who is of status, quote unquote, this is probably something I should own. Also, as well, I will note as well that this was filmed on a pro camera and not iPhone. There could be reasoning for that as well. Just kind of leaning more into the luxury, higherend clean look, clean aesthetic. There could be a reason for that. I'm not sure if they thought about when they're doing it, but if they did, it's really, really good. The audience is definitely people who associate themselves with wealth, Rolexes, higherend things. This is definitely who they're targeting with this video.
>> won't see another one exactly like it. It comfortably carries up to 12 cards, some cash, and even has room for an Air Tag. rare, refined, and guaranteed to spark conversation every time I pull.
>> Yeah, even just the composition of the shots as well. Just having this quite central, everything looks clean. It has like a orange/ not teal, teal isn't the color, but more of like an orange tint to the video as well. I think it was shot really well and they they've executed this really well. And then obviously just touching on the features, but not doing it too much. Basically just saying, look, it holds 1 to 12 cards and then also you can add an air tag to it. So obviously I'm thinking, ah, cool cuz it is quite small. I would hate to lose it, but this is something I can put an air tag in
>> with a 99day risk-free trial.
>> Okay, so there's your guarantee.
>> Free shipping and free returns. No wonder Ridge is in the pocket of over 5 million men world
>> social proof. It's in the pocket of over 5 million men worldwide. So it's like, okay, cool. All these men have it. Maybe I should have this as well.
>> Grab your limited edition Ridge Kugi wallet now before
>> limited edition again.
>> They're gone.
>> Overall, really good video. Again, of course, at the end of the video, they did urgency play obviously saying limited supply coming by now. So, really trying to get that click-through rate up, getting people to actually click and act, which is really good. But yeah, overall really sick video. Really hits the nail on the head in regards to what it is it does, who they're targeting. Even just the imagery as well, like I mentioned, the guy wearing the Rolex. Putting the Rolex beside the wallet as well for that association with luxury. Really, really, really strong ad.
>> Inspired by the Japanese art of turning imperfections into golden masterpieces, each ridge Kugi wallet has a completely unique golden etched pattern. again like even just the fact that has a golden etch pattern. Everything is screaming luxury here and this is what they're trying to get across. First things first, even just if you're a product that associates themselves to be luxury or even trying to push more into that or trying to attract those type of people, you could play that by association. So having other luxury items in the video beside your product would naturally just lift the status of what you've got there. Here as well, just really good and strong succinct script as well. It wasn't really waffling straight into the point. strong hook with the pattern interrupt straight away going into this is limited supply, not everyone has this and this is probably why you should have it. A quick note of the features, not really going too deep into it, but then straight away going into social proof, this is why 5 million people have it. And then ending with the urgency play, we've got a limited supply, etc., etc. So, a really strong video overall. Um, I can see why it's been running since October. And yeah, if you're going to take anything from this, definitely just knowing how to speak to your audience. They know who they're speaking to with this video and they design it in a way to make sure it gets directly to them. One thing I do want to touch on just before we leave this video, what note the placement of the text. A lot of ads I do see are right bang smack in the middle, but bear in mind we have the product right here. So, we don't want to be blocking the product with the text. So, make sure that it is clean, is big enough for us to see as well. Two words match each frame. And then also what we do want to note as well is this uh text here, the first start. This wallet is almost as rare as winning the lottery. So out the gate, they're speaking on how rare it is, how not a lot of people have it. It's limited edition, you know, just having the the white background as well to just kind of emphasize that point. I'll give this ad is a strong star. So, I'm going to give it an 8 out of 10.
So, up next, we've got a fashion brand. This time, I wanted to make sure that we're switching it up. Let's get into it.
>> This is my cheat code. This sweater makes it look like I made an effort. I did not make any effort. Took me about 10 seconds. This is the Sony crew neck sweater from Icon Amsterdam. The fit is super clean and the fabric has no rights being this high quality at this price. I thought I had amazing sweaters. Turns out I just had expensive disappointments. A bit like me. I always find it hilarious when a friend comments at how much effort I put into my outfit today. Little do they know. The Centon crew neck sweater comes in a load of colors. You can dress it up, dress it down, wear it casual, wear it all by itself. Whatever vibe you're feeling, it's going to work. There's no massive logos or anything distracting. You would have to try really hard to ruin an outfit wearing one of these. Thank you for making it so easy, Archon Amsterdam.
>> Cool. Initial impression. Yeah, I like it. Fashion can be tricky, right? Because if it was me, for example, I like buying clothes in person, but obviously there's a section of people who do buy online. Initial thoughts, clean ads, clean video, clean audio. Who I think they're targeting is people who don't really, not necessarily don't. Basically, they care about what they wear, but they don't want to spend too much time trying to figure it out. So, what they're kind of framing this as is it's a jumper that you can just throw on and no matter what else you're wearing, you're going to look good. I think it's practicality and ease is what they're trying to sell here. So, even from the get- go, it's this sweater has no rights to look and feel good. So, they've started with a headline there. Obviously, you just kind of set the tone for
>> this is my cheat code. This sweater makes a
>> Yeah. So, cheat code hack. Throw this on and you're going to look good. Very simple. It's an interesting angle. I think it's quite good cuz a lot of men don't like to take too long dressing and I guess maybe there's certain types of men that maybe tend to be a lot more busier or ones that just really don't care that they just want to have one piece they can throw on and it just makes them look the part.
>> Look like I made an effort. I did not make any effort. Took me about 10 seconds. This
>> I didn't make any effort. It took me about 10 seconds.
>> Did not make any
>> This is a good copy.
>> Took me about 10 seconds. This is the son crew neck sweater from Icon Amsterdam. The fit is super clean and the fabric has no rats.
>> I would have liked probably like a Okay, it does come a bit later, but maybe even just a close-up when it talks about the fabric. So, for example,
>> has no rats being this high quality at this price.
>> Yeah, I think the shot doesn't really show the quality of the fabric. I'd love maybe something of like, for example, maybe like a close-up of him like running his hand through the sleeve, maybe pulling at the fabric to see if it snaps back, something like that. I think that would be really good in that part.
>> High quality at this price. I thought I had amazing sweaters. Turns out I just had
>> Yeah, I just feel as well. There's a lot of yapping.
>> Had expensive disappointments. A bit like me.
>> I like the humor. I like it fact that it's cool. I just don't think this would in terms of retention. I don't think this would hold people there. For example, he's describing men that don't have time to maybe think of outfits or even want to put in a lot of effort. So, I'm assuming they're busier somewhat. So, I don't know. It's just a lot of yapping. I'm like, get to the point. Like, why is this good for me? I always find it hilarious when a friend comments at how much
>> These are nice shots obviously showing the difference I put into my outfit
>> and then Yeah. Cool. So, obviously it's talking about how my friend laughs at how much effort I put into my outfit. So, obviously it sounds like they're targeting your typical lads lads. They like going out. They're not really too fond of like getting this outfit, that outfit. They just want to throw something on, look good, head out, that type of thing. So, I think that's who they're definitely targeting
>> today. Little do they know the Sony crew neck sweater comes in a load of colors. You can dress it up, dress it down.
>> Nice. So, it can be used in different environments. So obviously if you got a fashion brand showing how you can wear it in different types of settings, whether that's casual, smart, casual,
>> wear it all by itself. Whatever vibe you're feeling, it's going to work. There's no massive logos or anything distracting. You would have to try really hard to ruin an outfit wearing one of these. Thank you for making it so easy, Archon Amsterdam.
>> Yeah, so it's ease and simplicity. I think they did it well considering the angle that they're trying to go for. Visually looks clean, looks cool. I just think it's a very long ad for what it is that they're trying to get across. So, I feel like a lot of stuff could have been just cut out. I guess we got a bit of objection handling here as well where basically said, "Look, there's no massive logos. It's not anything distracting." So, obviously certain objections maybe people might have and just the fact that they're reiterating the ease of it as well. Obviously, there got a bit of objection handling with the fabric has no right being this high quality at this price. So, obviously talking about basically objection handling, how you can look quite nice but at a decent price. So, now I'm like I'm quite interested. I wonder what the price is. you know, I might click the video and yeah, this is definitely like top offunnel style content. Someone who's not familiar with the brand, they're obviously trying to educate, show them about the brand and just kind of speak to like who it's for. I think it's definitely top of funnel. And to be honest, top of funnel and middle of funnel, I don't know if this will get someone to buy straight off the bat, but I think as a introduction to the brand, I think that's quite cool. It kind of shows top of funnel as well cuz they did introduce who it's by. What would have been good is maybe a bit of social proof towards the end. maybe saying like it's been bought by X amount of buyers or we're rated X amount on whatever website. So cuz social proof is quite important cuz I think naturally as humans we're like monkey see monkey do. So if we see a lot of other people doing so we tend to be like okay cool maybe I should do that too or maybe I should at least have a look at it. So there's no social proof in this video at all that would have helped I guess it's a good ad like overall I did just mention when it comes to like the fabrics definitely just close-ups on the fabric so we can if I can't be there to touch it at least I can see the quality. But overall, decent ad. Speaks to who they're speaking to quite well. Gets the point across. Visually looks clean. Again, we've got a program here. Again, I'm wondering if we're starting to see a bit of a trend now. They're trying to push more luxury here. Again, when it comes to program and luxury, they go hand in hand. So, obviously, they're trying to show the high quality, talk to an audience that wants to look good. Obviously, leaning more into the ease of using this product over others. That's something to just keep in mind as well. Like if you do have a product that you want a more luxury style, more luxurious audience to be in tune with, obviously just investing in that higher quality imagery could help as well. Obviously there's place for iPhone as well, but definitely having that in there as well. But yeah, overall okay ad. It's all right. I think I would give that a 6 and 1/2 out of 10.
Okay, so ad number two, we've got Water 2. This is a brand that I scaling quite aggressively. They got a lot of creators out. I thought it'd be cool to actually review one of the creatives to see how what it is that they're doing and how it's working. So, let's get into it.
>> These were a stupid invention. They're constantly empty, annoyingly slow, they're always taking up space that you need in the fridge, a recurring expense that you never signed up for, all because of filter replacements that you're forced to buy. For some reason, we just put up with it. But we decided there had to be a much better way. With the help of survival expert Bear Grills himself, we finally figured it out. And that's one water filter that's attached to the pipes under your sink with a capsule that lasts up to a year before it needs replacing. Designed so that anybody can install it in literally 10 minutes. That's including you. No more rationing, no more refilling, and no more wasted space in the fridge. Instead of waiting for your slow filter jug, now all you have to do is turn on your tap, pour yourself a glass, cuz your tap is now giving you fresh filter tap. Yeah, best we've seen today.
This is this is really really good and I'll explain why. So, what we've got here is a problem solution style video. So, we're there starting with the problem which is the common filter jug that everyone has in their house.
>> Invention. So this is a stupid invention.
>> Constantly empty. Annoyingly slow.
>> So now it's just kind of voicing all the problems that are related to filter drugs. Constantly empty, annoyingly slow. Take no space. We need in the fridge. So I think each of these lines is going to relate to someone.
>> A recurring expense that you never signed up for all because of we should notice as well is just the different shots. This is what they've done quite well here. It's like it's problem solution but like storytelling at the same time. So we've got for each line we've got a different shot. So, for example, look how we got the camera just laid down here.
>> A stupid invention. They're
>> boom. This is a POV shot of them pouring
>> absolutely empty, annoyingly slow. They're always taking up space that you need in the
>> the visuals that they're using reflects the copy. So, when it's taking up space in the fridge, he's showing it taking up no space in the fridge. When it's always empty, he's showing himself pouring it and it's completely empty. This is what true storytelling in this core really is as well. Showing visually what you're saying in the copy.
>> Current expense that you never sign.
>> See that? That's just like it's very subtle. was very little, but it just keeps engagement a lot higher. It keeps your retention higher cuz it just keeps everything moving, everything flowing. Otherwise, it would have been a longer for example, let's just see how long the clip is.
>> A recurring expense that you never signed up all because of filter.
>> Okay, 3 seconds. Not long, but you can see even like halfway there decided to add a bit of movement, add a bit of flare to it. Like look at this POV as well. Another angle.
>> Filter replacements that you're forced to buy. For some reason, we just put up with it. This is 18 seconds of him solely just talking about all the problems that people have with water filters. That's insane. So, you're probably wondering where do I get all of these angles? Where do I get all these ideas? Customer reviews, looking at competitors reviews, looking at Reddit posts, looking at Tik Tok comments, Instagram comments. If you have a product and your product solves a certain solution, you should definitely be researching these places to find different angles to see what people are actually saying and then using that in your actual ad.
>> But we decided
>> But we decided. So now here's the solution coming. This is the pivotal moment where the solution comes. So a little hack that I use when you're doing a lot of storytelling type content, it's using the words and then. So not necessarily, you don't have to use the word and then, but if you use that as like a placeholder just so you know that there's something else coming. So what the and then does is it's it creates an open loop which now kind of leaves this emptiness in our brain that when this loop is open, it needs to be closed. So it's a storytelling hack that I use in a lot of ads is just kind of ensure that people stay locked in. So, for example, here I'd say, I woke up and then I seen my dog on the couch. We want to use the word but then. I seen her on the couch, but then if I was to stop then, people are going to be like, okay, but but then what? And then we go into my dog looked really sad, so then I brought her to the to the vet, but then it's like, okay, like but then what? Now, you don't necessarily need to use the but then, but you could use but then this happened or this wasn't what it seemed. There's a lot of different phrases we can use for that example, but this is an example of it here. We just put up with it. But we decided there had to be a much better way.
>> We decided there had to be much better way. Open loop again. Like what's the better way? So I'm forced to wait
>> with the help of survival expert Bear Grill.
>> Social proof. Social proof. Social proof. This is Bear Grills. Everyone in the UK knows who Bear Grills is. So now associating him with your product is just adding that extra layer of credibility and social
>> grills himself. We finally figured it out. And that's one water filter that's attached to the pipes under your sink.
>> Again, sold to prove credibility. two times award-winning water filter
>> with a capsule that lasts up to a year.
>> And even just showing it in action, you can obviously see the pipes going straight into it, etc.
>> A year before it needs replacing,
>> comparing it to normal water jugs
>> designed so that anybody can install it in literally 10 minutes. That's including you. No more rationing, no more re
>> This is just Yeah, this is just really good. I don't know if I'd call this cinematography, but just editing shots. This is This is sick. refilling and no more wasted space in the fridge instead of waiting for your slow.
>> So, these are all like different little hacks we can use like if you're trying to spice up your videos, doing stuff like this, like adding the copy onto a small sticky note or adding onto a whiteboard, adding clips that makes the story a lot more visually appealing.
>> You no more rationing, no more refilling, and no more wasted space in the fridge. Instead of waiting for your slow filter jug now all you have to do is turn on your tap
>> and then boom you
>> showing it in action. This is a this is a fire ad. And then at the end they've just put their guarantee free shipping 100 day guarantee click link below. Yeah, really good. I think what they've done here is they definitely like optimized for retention. really good storytelling, really good script for that storyteller and then just having the visual cues, the visual shots to actually help and assist the story cuz a lot of brands, they have a good storytelling, but then the clips don't necessarily match or they don't help the story. So then it's like what's the point of having it in or even just having clips that are too long or too laborious or I think they've done it really really well here where it's fun, it's exciting and then what you need to know as well is just even the music behind it. So if you listen to the music at the start
>> slow, they're always taking up space that you need in the
>> So it's quite tense. It's like we're on a journey. But then watch when he switches to the solution. The music changes.
>> Up with it. But we decided there had to be a much better way with the help of survival expert grills.
>> Lot more upbeat, exciting. So music is definitely like another big thing when you're maybe talking to your editor or whatever. Just using music to help with the story.
>> We finally figured it out.
>> And then like a bonus one as well. You guys might hear the sound effect. So there's a riser sound effect here as well. This is really like advanced so your editor should know what riser is by using risers to kind of help build that suspense and then release it. Listen
>> with the help of survival expert.
>> They did so much of like bringing up the problems at the start that they didn't have much objection handling at the end cuz bear in mind it was 18 seconds of seeing all their problems and then the rest of the video was spent talking about how their product is a solution, how to install it and why it's better. They've actually handled all the objections that a lot of people would have with a capsule that lasts up to a year before it needs replacement. capsule that lasts up to a year before it needs replacing. Objection handling
>> designed so that anybody can install it.
>> If I was thinking, oh, this looks a bit tricky to install. Anyone can install it
>> in literally 10 minutes.
>> Takes 10 minutes. Ease. Really easy. Really simple.
>> That's including you. No more rationing, no more re.
>> Yeah, this is fire.
>> No more wasted space in the fridge instead of waiting for.
>> So, I think what you need to do is take the principles behind this. It's storytelling at its core. So, presenting at the start the problem that your product solves. So what is that problem? Talking about it, getting deep into it, and then presenting your product as a solution. And then there's obviously just the visual cues, the music, the sound effects, and just having the right copy to bring the people on a journey. Cuz remember what they did was problem, problem, problem, problem, problem. But then we did this solution, solution, solution. And why is the solution? Honestly, just down to like the editing, the sound effects, the different shots. I'm going to give it a 9 out of 10. Really, really, really, really good. The reason why I like that ad so much as well is because these are this type of storytelling is what we do for a lot of our brands, especially like the founder style content. So, we're really big on like storytelling. So, that's why I can really appreciate it when I see another storytelling piece that's been executed quite well.
So, that's a wrap on today's breakdown. The key takeaway is that high performing ads aren't just lucky. That they're actually built with intention from the emotional hook to the visuals to the message and to the trust signals. Take these principles, apply them to your ad creatives, and watch how your results drastically improve.
And if you don't want to figure all this out alone, me and my team build and run entire creative testing systems for brands from ideation, scripting, and production to scaling performance across meta, Tik Tok, and YouTube. So, if you're interested, make sure you click the first link in the description to book a call.
So, if you're not ready right now and you guys are looking to get ahead on your meta ads for 2026, make sure you click this link in the bio. I've got a full tutorial on how to run meta ad creatives moving into the new year. Also, this is where you can learn how you can create high performing ad creatives for yourself.
All right, that's it. Make sure you guys click like and hit subscribe button. I will see you guys in the next video.