The Weekly Sharpener #79 - Creative Cuts

Your ads should respect the audience

Author

Chase Mohseni
July 16th, 2022

Hey Fam 👋,

Welcome to the #5 Creative Cuts Edition of the Weekly Sharpener where you'll get three of our favorite ads in the game 🔥.

We'll break down why we love them with the goal that you'll have some actionable takeaways on how to improve your creatives and grow your business. 🚀

We've partnered with the Ad Library 📚 team to make this a great experience for you. 💣

The Weekly Sharpener #94_Is your brand part of the culture? If not, 😬...

Pencil - Creative AI

Pencil allows you to scale your creative testing on paid ads by automating the creative production process. All of you need are your assets, branding, and performance data then in minutes you'll have your new ads ready to go. 🚀

www.trypencil.com

Now Johnluke and I will get to it 👇 

You can either check out the episode if you want to spend some time really digging into creative with us or read the TLDL below! 

Also this week we have a special co-pilot with us on the show, Rahul Issar, who brings the 🔥, strap in!

Moo 🐄

What Johnluke thinks: The first slide needs brighter text, it feels bland & hard to read.

The slide-thrus are all very well designed to fit with the brand which is great and the carousel tells a story, which is what matters most!

Throughout the whole creative, I think text can be made bigger & changed to white to grab more attention, but overall very well put together!

What Chase thinks: Visuals are beautiful, but almost feel soulless. I tried to examine why? It feels like a narrative at odds. Is it about focus or hydration? 

The ad should choose and then double down. Dually, I want the messaging to be more clear both in the way it communicates the value prop + the colors it uses to stand out from the background so I actually pay attention. 

Check out the full ads here. 

Super Coffee ☕️

What Johnluke thinks: The comparison angle is one we’ve seen performing exceptionally well for brands.

Love this take with the animation & bright yellow background to catch your eye.

Overall, not the prettiest ad, but it gets the job done for sure.

What Chase thinks: This ad is very well constructed. It's a comparison ad - what it does is take something we know without saying it - frappucino-style drinks are very unhealthy and then quantify it. 

Once quantified we are looking for a solution. Answer: Super Coffee. 

Add in the fun little emoji 🤮 and the yellow background which draws your eyes to the brown/white bottle. This ad is a great performer IMHO. 

Vessi 👟

What Johnluke thinks: The production of this ad is exceptional, and the angle is super solid too! It intrigues the consumer to wondering “is it shoe cleaner? Are these actual shoes?” and then answers that question super quickly.

I think they could tighten the copy up in the middle where it transitions to introducing their shoe technology from “Actually, it's Dyma-Tex” to something that goes along with the other fun callouts.

“None of the above” then transition to “Meet Dyma-Tex”. 

What Chase thinks: This is beautiful, there is no way around it. It reminds me of those old-school apple ads that were just of the product and got you very hyped to be an apple consumer. 

The otherside of that is - in an apple ad I know what I am buying...here in the hook they feature DYMA-TEX 🤔 what is this DYMA-TEX? 

Is this about shoes or some material I have never heard of? I would much rather focus in a more material way on why the material made people's lives better. Show someone having an experience with the material. 

That will have much more impact than a slick ad that has no emotional ties. (might cost less to product as well 😍)

Want to see those ads in all of their glory, sound, and all? Here you go. 

Are you still looking for inspiration? Here are 200 more ads to get those creative juices flowing from Ad Library 🔥

That's it for this week's edition of The Weekly Sharpener - Creative Cuts. Let us know if there are brands you think we should be looking at. Until next time! 

All my best,

Chase

P.S. - We have a special edition ADD CREATIVE pod drop here for you. This debate is between myself & Barry Hott vs. John Coyle & Archit Batlaw, debating whether creative is the biggest lever to drive performance. 

Special Edition: Episode 11 - Is creative the biggest lever in performance?

Listen to this episode from Add Creative on Spotify. In today’s conversation, we debate one of the hottest topics in DTC marketing. Is creative the biggest lever in performance?The topics range from:  Creative = the new targeting Targeting doesn't really exist anymore CRO drives more meaningful lift Offer is the biggest lever (John's Ferrari example is just 😂)  You can be the judge of who won but we hope you take away from great knowledge that will help you make better decisions and run smarter tests that help grow your business.Join 5200+ e-commerce marketers + operators who receive creative breakdowns, data, expert insights, and opinions from the world of DTC Marketing, straight to their inbox, you can sign up right here. Follow Barry on Twitter @ https://twitter.com/binghottFollow John on Twitter @ https://twitter.com/johnjhcoyleFollow Archit on Twitter @ https://twitter.com/archittbatlawYou can email us questions directly at chase@trypencil or follow us on Twitter @ twitter.com/PencilAI and twitter.com/imchasemohseniPlease follow and share this episode! People deserve to learn from these amazing gentlemen!

https://open.spotify.com/episode/5ENKwwAotnBHb7EoShB7GX?si=ppkeV26jS1CHgMGTizwLew

You judge who won 🏆 we did!