Internet Ads Club

3 Ads To Keep You Employed Through June

Maddie From MagicBrief — Wed, 04 Jun 2025 21:27:00 +0000

Hey internet friends - hope you’ve scrolled well today.

I joined a new Slack channel recently to “stay in the loop.” Haven’t said a word. Just silently reacting to messages like a polite ghost who wants context but no responsibility. Maybe something to unpack with my therapist. Anyway.

Here’s what I’ve dug up from the internet for you:
3 banger ad breakdowns (to save you from marketing mediocrity)
2 brands to follow (for when you’re tired of the usual suspects)
1 curated Ad Pack (that deserves more love than your ex)

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 11s

3 Banger Ad Breakdowns

BabyBoo Fashion

View Full Ad Here

Why it slaps: An edit that keeps the viewer engaged
The 2D paper design to cover the cut to the next outfit clip is such a clever way to keep viewer engagement up while still showing the products in the collection. It even almost feels like a visual remix of the “what I bought vs what I got” trend?
How you could adapt: Hold a print out of your product up before showing IRL

Nomad

View Full Ad Here

Why it slaps: Great visual composition
This is technically a video ad but the split screen composition lets you both show clear headline for audiences to absorb AND a variety of product photos to demonstrate the benefits at a glance. It’s subtle but smart.
How you could adapt: Try a split screen of rotating images and one stable static.

Scribe

View Full Ad Here

Why it slaps: Surprising context switch
This format is great for hooking people in (with the faux company apology) where they then want to read the ‘apology’ text underneath (which strategically communicates the main product benefits). Really easy to execute too.
How you could adapt: Make a static with your own “We’re Sorry” message

2 Brands to Follow

Scuffers

WEBSITE: Definitely not typical eComm best practice to not have a landing page and go straight to a product feed - but it somehow works for the tone and aesthetic of the brand. Really stripped back but edgy.

CREATIVE STRATEGY: I love Scuffers’ creative taste - their creative is edgy and fresh while still being very visually diverse. Definitely a brand to watch.

Why I’m Loving Them: Scuffers is what happens when you mix streetwear with just the right amount of chaos. It’s not trying to be for everyone, and that’s the point. The silhouettes are modern, the drops are limited, and the aesthetic is lowkey cultish in the best way. It’s got that edge without trying too hard, and everything they put out feels like it was made for someone who actually gets it. Really awesome brand that I deffffffs want to shop soon.

Naked Sundays

WEBSITE: Across the whole site they have done a great job at optimising every part for shoppers to browse in different ways, with social proof and product demo videos accompanying them the whole way.

CREATIVE STRATEGY: Naked Sundays have got an awesome PR / Influencer program that has earned them some (much deserved) virality for some of their products and they are great at repurposing this content into paid.

Why I’m loving them: Naked Sundays is making SPF... hot? Their whole thing is sun protection that actually works with your makeup routine instead of wrecking it. Glow mists, drops, brushes - it’s all SPF50+ but feels like the perfect blend of skincare and makeup. The brand doesn’t take itself too seriously (very fun and fresh branding and packaging) but the products mean business. This is my personal sunscreen of choice and I highly recommend!

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Oh and, if you want to get all the delicious juicy features we use to make this newsletter - stop sitting on your ass and book yourself a delicious demo to see the magic in action HERE

^ Click for a classic ad pack format

(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me convince my CEO that my cafe trips to “have creative time and write my little newsletter” are a worthwhile investment)

Oh, and before you go.
If you like our little internet newsletter, please “add to address book” or reply to this email (I am desperately lonely and would love more internet friends). This will give the email overlords “happy signals” to prove we’re worth living in your inbox.

3 Ads To 3 Get That Mid Year Sale Creative Signed Off and Gone

Maddie From MagicBrief — Wed, 21 May 2025 21:15:00 +0000

Hey internet friends - hope you’ve scrolled well today.

EOFY, mid-year, Memorial Day, National Treat-Yourself Week - whatever excuse you’re using to run a sale in your corner of the globe, I respect it. So whether it’s time to dust off your “tax time” angle, launch a sale that was approved yesterday, or just chase one clean ROAS screenshot before CAC inevitably goes feral — I’ve got you. Enjoy.

Estimated read time: 2mins 37s

Oop. Before I forget!

We’re running a webinar next week with our friends at Tracksuit called Creative as Currency: Exploring the Creative Strategy behind work that drives brand and performance.

If you're into the messy, magical intersection of performance marketing, creative, and brand building this one’s for you!

Register HERE 👈

Okay - now onwards with this little newsletter of mine:

3 Banger Ad Breakdowns

HexClad

View Full Ad Here

Why it slaps: Entertainment first “soft-sell”
Okay I know this isn’t a mid-year sale ad but you could totally use this concept for any sales moment. It’s funny, relatable, and works the soft sell angle really well.
How you could adapt: Train your partner’s phone for your own sales moment

Lucent Globe

View Full Ad Here

Why it slaps: Easy but effective to execute
This text exchange concept is suuuuch an easy vehicle to deliver a message and test a few different messaging angles and stories at low cost.
How you could adapt: Recreate a text message exchange to share the sale

Bed Threads

View Full Ad Here

Why it slaps: Clean, clear visuals
Okay I know this isn’t a mid-year / EOFY sale ad BUT I love the animation and the subtle colour highlights underneath - this would work so well with a sale headline too!
How you could adapt: Create a mini stop motion with your colour range

2 Brands to Follow

Finch

APP STORE: I like that they have the app screenshots work as a carousel to give a story and overview of the product.

CREATIVE STRATEGY: I think Finch does a really great job at persona targeting through their creative - each hook / text speaks specifically to a particular customer type (someone trying to lose weight, struggling with mental health etc) - and they use the same creator to test multiple different personas!

Why I’m Loving Them: Finch is the self-care app that turns your mental health routine into a cozy game of “keep your digital bird alive by keeping yourself alive.” Think Tamagotchi, but instead of feeding it pixels, you feed it your small wins: drank water, took a walk, didn’t spiral today? Your Finch gets stronger…and maybe you also get to dress it up with a new hat.

It’s weirdly motivating. The app doesn’t yell at you for missing a day, and your bird never dies (because, let’s be honest, that would be a lot). Instead, it gently nudges you with affirmations, mood check-ins, and tiny adventures that feel more like a hug than a to-do list. It’s got Gen Z / digital humour baked into both the product and their ads strategy.

Boka

WEBSITE: Loooove the sensory marketing here on the product visuals to communicate minty / fresh / clear.

CREATIVE STRATEGY: Can easily see they are super intentional about their core USP (whitening) in their hooks - usually one of the first things their creative calls out.

Why I’m loving them: Boka is the oral care brand that makes you question why your toothpaste ever needed to taste like a chemistry experiment. They’ve swapped out the usual suspects - fluoride, SLS, and artificial junk—for nano-hydroxyapatite, a mineral that actually helps remineralize teeth and reduce sensitivity. It’s like skincare for your mouth, but without the 12-step routine.

CTA button here nice and big so you see it

^ If you want to deep dive into all the features I use to build this newsletter - book a chat with our team! Sometimes it’s me on those calls! You can tell me how much you like my newsletter! Or share how much you hate it to my face (I can take it)!

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

^ Click for cheeky mid-year sales ad pack

(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me have those suuuuper fun conversations about arketing attribution issue (classic) help a girl out 🥲)

3 Ads That Blew Up While You Slept In

Maddie From MagicBrief — Wed, 07 May 2025 21:16:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Tried explaining to my mum what I do for a living. I said I help brands make better internet ads. She asked if that means I work for those “Congratulations, you’ve won an iPad” pop-ups, and honestly, at this point it’s easier to just say yes. Happy Mothers day btw for anyone else who celebrates in May. Anyway.

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 12s

3 Banger Ad Breakdowns

Ecosa

View Full Ad Here

Why it slaps: Funny opening hook.
I’m hit or miss about this “genre” of hook - but this one stopped my scroll and got a small giggle so I’ll have to give credit where credit’s due. I like that thematically they both tie into a “bed” theme which is relevant to the brand - great stuff.
How you could adapt: Try one of these funny scroll-stopper transitions!

Kogan

View Full Ad Here

Why it slaps: Clever use of a visual effect
The eyes and lips effect had a massive moment on TikTok a few years ago and I’m starting to see a lot more of it in my feed recently with people getting super creative about how they use it to bring characters (or inanimate objects) to life. Awesome if you don’t have another creator in the video but need another voice!
How you could adapt: Use the eyes + lips effect to create an extra character in a video.

Bird Buddy

View Full Ad Here

Why it slaps: Awesome relevance to occasion + persona
Mothers day is coming up in parts of the world and this such an easy format to execute for a gifting angle for this seasonal occasion. Simple POV headline & persona benefit callouts - super simple but effective.
How you could adapt: Layer these text pop ups over a simple piece of footage.

2 Brands to Follow

Lyka

WEBSITE: So many hallmarks of an awesome website here. Clear banner with offer. Personalised quiz (that feels fun because who doesn’t want to talk about their dog) and social proof to build trust front and centre.

CREATIVE STRATEGY: Lyka has gone viral a few times for this ad concept where they have people eating their dog food. It’s super clever to show the core USP (human grade, high quality dog food) but also an amazing scroll stopper because it looks so gross. Love it.

Why I’m Loving Them: I’m really into how Lyka’s flipping the script on dog food. It's not just premium for the sake of it - it’s actually grounded in the idea that your dog shouldn’t be eating mystery meat mush if you wouldn’t. Their ad content strikes a nice balance: educational without the guilt trip, persuasive without feeling preachy. Showing how real pet owners see real improvements in their dogs, from digestion to energy to skin, and it all comes back to one thing: high quality, real dog food. It’s basically the wellness influencer era, but for your dog, and I’m into it.

Olend

WEBSITE: They have so many different colour variants of their hero SKU, and the brand has done the smart thing (below) ensuring the product colour shown in their ads is the option you always land on in the site.

CREATIVE STRATEGY: You can see they tag their variant codes (for the different colours) in the URL of the landing pages they direct off to and can click and see the creative they run for all the different colours.

Why I’m loving them: Full disclosure: this is my work bag. So yes. Their ads worked on me. Olend bags seem to be everywhere right now though and for good reason. They’ve nailed that rare combo of being understated but still cool enough to get compliments. I like how their ads never shout - they just quietly show up in beautiful outfits, styled to perfection. Scandinavian, minimal, and actually functional, which is more than I can say for most of the bags in my wardrobe. It’s giving “I’ve got my life together,” even when I very much don’t. Love them!!!

Check out our brand tracker btw

^ our brand tracker can track any brand that runs internet ads so if you want these strategy breakdowns 24/7 for YOUR competitors - check it out.

1 Curated Ad Pack… and some more…

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Or maybe even… TWO TREATS!?!?!?

We’re hosting a Creative Testing Masterclass next week with the wonderful Carlotta who is the Director of Creative Performance at GAIN (they run performance creative for brands like Loop Earplugs and are very very very impressive). I actually first connected with their team through this newsletter so it’s a full circle moment for me!

Link to register for that is 👉 HERE if you want a lesson from the best.

^ Click for some Mum / Mom themed ads friends!

(P.S - if this newsletter is ever the reason you book a demo with our team, please let them know. I just would love that beautiful bit of attribution you know. So hard to come by these days.)

3 Ads To Distract You From Your Q2 Forecast

Maddie From MagicBrief — Wed, 23 Apr 2025 21:45:00 +0000

Hey internet friends - hope you’ve scrolled well today.

It’s my birthday today (well, yesterday if you’re reading this on the day its sent) and GUESS HOW I’M CELEBRATING? Writing this email. That’s how. Feel free to click a little extra to say happy birthday to me and send this to a fellow internets ads friend to subscribe. It would truly make my day. Onto business:

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 42s

3 Banger Ad Breakdowns

Oats Overnight

View Full Ad Here

Why it slaps: Great narrative humour + product integration.
I don't like to pick favourites... but gosh Oats Overnight is very hard to overlook when it comes to making incredibly entertaining ad creative that still gets the product message across. Highly recommend giving these folks a follow. And a purchase! It's yum.
How you could adapt: Recreate a text conversation to tell a mini story

Carpe

View Full Ad Here

Why it slaps: Excellent hook layering.
The best hooks layer strong text, visuals AND sound to stop the scroll and this does exactly that with the TikTok comment, the talk piece to camera and the gross bacteria visual to capture attention quickly.
How you could adapt: Be intentional about layering different elements for your next hook.

AnniBody

View Full Ad Here

Why it slaps: Eye-catching visual showcase.
I love this. It's simple but eye catching at the POV makes it feel really native to feed while keeping the polished aesthetic. Also not hard to execute for multiple colourways.
How you could adapt: Try a similar stop motion for different flavours / colours of a product range.

2 Brands to Follow

Grüns

WEBSITE: Clever to use this Us vs. Them format as a website block with the knowledge customers will be comparison shopping against certain competitors.

CREATIVE STRATEGY: Clever landing page strategy directing offsite to custom LPs based off the ad messaging. And as suspected - competitor comparison page is one of their top landing pages.

Why I’m Loving Them: Grüns is trying to out-AG1 AG1 in the greens category and have had an impressive growth trajectory so far. Their ads go straight for the jugular: same benefits, no blender, tastes like candy. I'm a bit of a diehard AG1 fan but can appreciate how they’ve nailed the challenger playbook: name the category leader, roast them a little, then propose an easier, cheaper, better-tasting option. And somehow make you laugh while doing it. Well played.

Centr

WEBSITE: Recent addition of this dedicated Hyrox landing page for their new program. Very timely and culturally relevant.

CREATIVE STRATEGY: Hyrox related ad copy is also in their top 3 most used - evidently doubling down on this angle + product offering.

Why I’m loving them: Centr used to be the app you downloaded for a little Chris Hemsworth thirst trap with your workout. No shame, we were all there. But somewhere along the way, it grew up. Now it’s less “look at my abs” and more “here’s a full HYROX training plan, plus mobility, strength, and Pilates because we actually know what we’re doing.” They’ve done what most celeb brands can’t: outgrow the face without losing the following, and they've become a serious player in the fitness apps space.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Book a MagicBrief Tour

^
Want to see how I find these ads & track these brands? MagicBrief lets you search 12M+ ads with AI and track competitors… so you can steal concepts and pretend you came up with them.

^ Click for cheeky birthday ad pack

(P.S - if this newsletter is ever the reason you choose to explore MagicBrief - please tell the person on your call so I can get some lovely attribution that justifies the time I put into writing this lil newsletter.)

3 Ads That Work Harder Than Your Intern

Maddie From MagicBrief — Wed, 09 Apr 2025 21:46:00 +0000

Hey internet friends - hope you’ve clickety clacked well today.

Posted an ad draft in Slack for “quick feedback.” Got 3 emojis, a few “love this!” messages, and one person who said “just a tiny tweak.” Three hours later I’m on version 12 and wondering if the original was actually fine and I shouldn’t have shown anyone. Anyway.

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 18s

3 Banger Ad Breakdowns

Cocobalm

View Full Ad Here

Why it slaps: Scroll-stopping 5 way split-screen
I’m a big fan of a split screen (prob bc my attention span is cooked from TikTok and I can’t just watch one thing) but I love this edit that takes the format a step further to show off all the different shade ranges. Really clever way to do a demo of multiple product colours or styles at once.
How you could adapt: Try the same multi-split screen edit as a hook!

HiSmile

View Full Ad Here

Why it slaps: Powerful objection handling
Using ads to handle common objections is a messaging pillar many brands miss, but if done well can be super effective. This ad is fast paced to keep it engaging, strategically uses humour, and quickly overcomes an objection giving people more confidence to buy.
How you could adapt: Use a TikTok comment of your main objection as the crux of an ad.

Yabby

View Full Ad Here

Why it slaps: Turns top statics into video
If you’ve been reading this newsletter for a while you know I LOVE a lazy but effective content format and this fits the bill. If you’ve got some banging product imagery that’s performed across organic or other paid creative, why not repurpose it into a video by adding some text pop ups to create a dialogue?
How you could adapt: String together some statics and text to create a new “video” ad

2 Brands to Follow

Flux Footwear

WEBSITE: This social proof block of UGC is so clever - the verified creator stickers help build trust even more!

CREATIVE STRATEGY: There’s 2 ‘layers’ of education at play here even in their hooks, firstly the “why” of the category (barefoot shoes) and then the why of the brand over others(Flux).

Why I’m Loving Them: Flux Footwear has nailed the art of making barefoot movement feel accessible and natural without it feeling like a tech / crossfit bro trying to shove this stuff in your face. Their ads aren’t about selling you an unrealistic healthy lifestyle - it’s more like a friendly chat with a brand that genuinely wants you to move better and teach you some things along the way. They keep things real, breaking down the tech behind their shoes in a way that doesn’t feel like you need a degree to understand it. Instead of bombarding you with jargon, Flux focuses on the simple benefits: a wide toe box, zero-drop sole, and comfort that lets you move in the most natural way possible. It’s refreshing to see an innovation lead brand that doesn’t over-promise or try too hard!

Mira Fertility

WEBSITE: This is one of the cutest pop ups I’ve ever seen! It’s timely and relevant plus feels so playful compared to the usual email capture.

CREATIVE STRATEGY: They do most of their education in the ad copy vs. on the actual creative - a smart way to have all the technical information available for potential buyers (who likely have a longer consideration phase) without it being too overwhelming on the ad itself

Why I’m loving them: Honestly, I love when a brand genuinely invests in women’s health like this. Mira comes across as sincere and supportive, so you actually feel like you’re in good hands, and their ads do a good job of spotlighting real women’s stories (yep, actual users sharing their fertility journeys) alongside crisp visuals of the Mira tracker and app. They even sprinkle in easy-to-understand fertility facts and tips, which makes you go "oh, I get it!" rather than feeling overwhelmed. The whole vibe is friendly and smart, like getting advice from a really informed friend. It makes fertility tracking look totally approachable and trustworthy – you see the science and the human side.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Oh and, if you want to get all the delicious juicy features we use to make this newsletter - stop sitting on your ass and book yourself a delicious demo to see the magic in action HERE

^ Click for a pack of one of my fave formats

3 Ads That Won’t Make Your Budget Cry Itself to Sleep

Maddie From MagicBrief — Wed, 26 Mar 2025 20:45:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Rounded a corner in the grocery store and nearly collided with someone else’s cart. We both did that awkward “you go first” dance until I just backed up and gave them the aisle. Clearly, I lost the duel.

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 12s

3 Banger Ad Breakdowns

TBH Skincare

View Full Ad Here

Why it slaps: Repurposing a native trend
So easy to execute while being cheeky and fun - would be a good one to test in the mix for launching a new product so you have the visual front and centre while looking super native to platform.
How you could adapt: How to kidnap me 101 but with YOUR products!

Move With Us

View Full Ad Here

Why it slaps: Scroll-stopping visual
Don’t get too triggered my beloved eCommerce marketers, it’s not Black Friday yet (though I hate to say that the earlier you start thinking about BFCM the better, and maybe that is April for some of you, i know i know i’m sorry). But this food eating concept is cheap, creative and effective at stopping the scroll.
How you could adapt: Have a food get “eaten away” to reveal a brand message underneath!

Away

View Full Ad Here

Why it slaps: Simple. Striking. Effective.
Sometimes an image says a thousand words and I adore how creative and eye catching this visual is - and not too hard to execute while still looking very premium in alignment with the Away brand.
How you could adapt: Does your product have a unique sillhoeuette (I am not going to even TRY correct that spelling, here’s your proof that I write these emails with my bare hands without AI).

2 Brands to Follow

TBH Skincare

WEBSITE: Always gotta give a shoutout to good copy. Sleek and simple with the product front and centre.

CREATIVE STRATEGY: This positioning for their recent product launch is SO clever. Using the hype of the Rhode glazing milk to position themselves as a cheaper alternative to a viral product that people already understand across their paid creative. So good.

Why I’m Loving Them: TBH has this refreshingly bold personality in a skincare world that's either clinical-white or millennial-pink. Their punchy orange branding and cheeky messaging feels like that friend who always tells you the truth but makes you laugh while doing it. What's really impressive is how they've managed to stay culturally relevant without that cringey "how do you do, fellow kids" energy. Case in point: when Hailey Bieber's Rhode Glazing Milk was blowing up on TikTok, TBH didn't just comment on the trend - they launched their own Skin Milk product faster than you could say "TikTok made me buy it." That kind of quick reaction to beauty trends shows they're actually paying attention to what their Gen Z audience cares about, not just pretending to. They've cracked the code on being a brand that feels like it's part of the conversation rather than desperately trying to start one.

WhatNot

WEBSITE: Would be curious to see how that QR code on screen does for them - haven’t seen this used a lot. Really strong trust building guarantee featured on this page for customer peace of mind.

CREATIVE STRATEGY: You can tell by their hooks that a big part of their value demonstration is quantifying how fast and how much their users can sell with the platform - they lean heavily into testimonial style UGC and it seems to be paying off!

Why I’m loving them: Whatnot has built their marketplace success through smart utilization of seller-focused UGC on their paid channels. Their platform empowers collectors to become micro-entrepreneurs through live auctions, turning personal passion into profitable side hustles (big ad angle they go after). This seller benefit angle creates compelling content as users share their success stories and growing businesses. The entertainment value comes from these authentic personalities rather than professional selling - you're watching real collectors geek out about items they genuinely care about. This strategy makes their value prop feel super authentic, creating content that feels more like a live TikTok livestream rather than a direct sell. This has also helped create a flywheel where successful sellers attract new sellers, continuously expanding their marketplace without massive marketing spend.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Oh and, if you wanted to get your paws on some of the features we use to bring this newsletter to you (like ethically stalking your own competitors) jump over HERE

^ click for a self indulgent ad pack of my unbiased favourite internet ads

(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me convince my CEO that it is totally acceptable to go on a 2hr coffee walk in the middle of the day to “have special newsletter thinking time”)

3 Ads That Are Almost As Funny As Your CAC

Maddie From MagicBrief — Wed, 12 Mar 2025 20:50:00 +0000

Hey internet friends - hope you’ve scrolled well today.

I’m actually currently in Vietnam celebrating a big milestone of being five years cancer-free. I pitched the idea of flying some of you internet friends out to join me, but apparently, “that’s not a business expense, Maddie” and “where was that work you promised you’d have ready before you go?”. Sigh. Maybe next year though, if we sell enough software. Until then, enjoy this email instead.

Ads sourced from the world’s largest collection of performance advertising with brands tracked using our AI powered brand tracker.

Estimated read time: 2mins 12s

3 Banger Ad Breakdowns

BushBalm

View Full Ad Here

Why it slaps: Entertaining native format
Humour has been long proven as an effective tactic in advertising as it gets the audience’s guard down which makes it easier to deliver a memorable message. Particularly on social - where we scroll to be entertained - a native style skit like this is so easy to execute and cleverly builds their product functionality into it.
How you could adapt: Can you draw a stick figure of the problem your product solves for a skit?

Krave Beauty

View Full Ad Here

Why it slaps: Great scrollstopping hook.
This one got me. There’s already great psychology in the “everyone’s always asking us…” (makes you feel like you’re about to get some gossip) but I loved how they actually took the label off their product to give us an eye catching visual and a scroll-stopping “EGGS FOR SKINCARE?” headline. Disclosure: there’s an egg shortage in Australia right now and maybe I am just more prone to egg related content as a result?
How you could adapt: Is there a unique fact about your product you can leverage as an eye catching hook?

The Perfect Jean

View Full Ad Here

Why it slaps: 11/10 product demo
Show don’t tell! For some reason saying you’re “testing” something in an ad always feels really convincing to me - and this was a funny and clever way to “test” and demo their product without being too in your face with selling it.
How you could adapt: Can you recreate a ridiculous and almost unbelievable product durability test?

2 Brands to Follow

Me Undies

WEBSITE: Clever branded “MatchMe” quiz for email capture

CREATIVE STRATEGY: Their core messaging balances functional callouts (breathable, moisture wicking) and comfort call outs (smooth, barely there etc.)

Why I’m Loving Them: MeUndies has cleverly reinvented underwear by focusing on two things most brands miss: genuine comfort and actual personality. Their products use a sustainably sourced, incredibly soft Modal material that they've made central to their brand story. They've abandoned the traditional "blacks and nudes" underwear palette in favour of bold prints, vibrant colors, and playful patterns that change regularly. While they do offer subscriptions, their real innovation is making underwear something people actually get excited about and discuss openly. The matching sets for couples have been especially clever, turning underwear purchases into a shared experience rather than an individual necessity. They've essentially taken a product category that was stuck in a comfort-versus-style dichotomy and shown that you can actually have both - premium comfort with personality-driven designs.

Tractive

WEBSITE: Is this a good website or do I just love cats? I love the little app feature highlights and breakdowns for people to understand product functionality on one page.

CREATIVE STRATEGY: Heavy use of personal stories / testimonials from pet owners to candidly sell the product. Strong creative velocity ramp & hook diversity in leadup to BFCM and Christmas own later in the year.that tapers down for the rest of the year.

Why I’m loving them: Tractive has addressed a universal pet owner concern - keeping track of curious pets - with a focused, well-executed solution. Their GPS trackers are designed specifically for the realities of pet ownership: lightweight enough for comfort, durable enough for adventures, and with battery life that matches active pets. Their product solves an emotional problem (the worry of losing a pet) and their marketing sensibly leans into that relatable anxiety. Their ad strategy features those familiar "where did they go?" moments that pet owners recognise immediately, creating solid audience connection without trying too hard. I bet the fact that their content features cute pets certainly helps with engagement and watch metrics - I mean I've considered purchasing one several times despite owning geriatric cats whose idea of adventure is moving from the couch to the food bowl. Tractive has built a straightforward brand by identifying a common problem and creating a solution that actually works, without unnecessary bells and whistles.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Oh and, if you want to get all the delicious juicy features we use to make this newsletter - stop sitting on your ass and book yourself a delicious demo to see the magic in action HERE

^ Click for Easter / Egg ad pack

(P.S - if this newsletter is ever the reason you book a demo with our team, saying that will make my day when I come back from annual leave so I can show it to my boss as proof that he can safely approve MORE annual leave for me)

3 Ads To Triple Your CTR This Week

Maddie From MagicBrief — Wed, 26 Feb 2025 20:40:00 +0000

Hey internet friends - hope you’ve scrolled well today.

I always do a little happy dance walking up to my boyfriend’s car when he picks me up from the station. Yesterday, I performed my routine with full enthusiasm, only to realise, too late, that I was dancing toward a completely different car. A young family watched the entire thing in silence before their teenage son opened the door right onto me. Like what do you even do in this situation. Fml. Anyway.

Ads sourced from the world’s largest collection of performance advertising with brands tracked using our AI powered brand tracker.

Estimated read time: 2mins 40s

3 Banger Ad Breakdowns

KOIO

View Full Ad Here

Why it slaps: Crisp, effective design
Making great ads for fashion brands is largely about figuring out the best ways to visually showcase your products - as you can’t always “talk” to the benefits like you can with products that rely less on aesthetics as a purchase driver. This is such a creative way to show off different colourways that is more engaging than looking at standalone product pic.
How you could adapt: Could replicate this animation for different colours / flavours / styles you have.

Do You Even

View Full Ad Here

Why it slaps: Scroll-stopping visual hook
This has got to be one of the coolest ways I’ve seen a brand introduce new colourways for a collection. The visuals are so unique, the execution creates such a sense of intrigue, I mean this is just SO creative are you kidding me!? Love it. So much more interesting to look at vs. “we just launched 3 new shades”
How you could adapt: Play with this idea of using paint mixing to communicate on colour.

CLEARSTEM

View Full Ad Here

Why it slaps: Creative refresh of a classic format
Before and afters aren’t anything new - they’re a tried and tested high performance format that we’ve all seen on our feeds - but I love the slider transition on these matched with the testimonial quotes and voiceover to make the ad more engaging. Such a good way to breathe new life into old pics!
How you could adapt: Repurpose some old before and afters with a new transition and voiceover!

2 Brands to Follow

First Day Vitamins

WEBSITE: They have a core “enemy” positioning around this idea of “hidden hunger” which is a common thread in their messaging. Great social proof here too on this LP.

CREATIVE STRATEGY: This is such a smart landing page strategy. They have dedicated LPs for their different ad angles to ensure the messaging of the ad matches where the customer lands and the split likely reflects their top performing angles.

Why I’m Loving Them: First Day has brilliantly reframed the children's vitamin conversation by identifying an enemy we never knew we had: "hidden hunger" in modern diets. While most parents think their kids are getting enough nutrients from food, FirstDay's been building this fascinating narrative around how modern farming practices and busy lifestyles have quietly created nutritional gaps in even the most carefully planned meals. They've turned the invisible (nutrient deficiency) into something tangible - making parents rethink that seemingly healthy dinner plate. What's clever is how they've positioned themselves as the solution to a problem that feels both urgent and fixable. They're not just selling vitamins; they're offering insurance against the modern food system's shortcomings. Their content strategy is particularly smart - weaving together agricultural science, changing food patterns, and child development in a way that makes you feel educated rather than scared. And instead of the usual "picky eater" guilt trip, they're saying "hey, even that kid who loves broccoli probably needs this.

Loqbox

WEBSITE: The playful branding + clear outcome driven prompts make something intimidating (managing finances) feel doable.

CREATIVE STRATEGY: Their core positioning around simplicity and ease is also reflected in their headline messaging & ad creative. Heaps of UGC in this account as well to help make finance feel approachable.

Why I’m loving them: LOQBOX has created an interesting solution to the issue of having a bad credit score. The business offers a digital savings account that doubles as a credit-score building tool - you choose how much you want to save each month, and LOQBOX reports these regular payments to credit bureaus. What makes this clever is the dual benefit: users improve their credit score while simultaneously building a savings pot. Their social content does a nice job showing everyday people progressing through the LOQBOX journey or explaining the product benefits, and educating on the importance of credit scores in general. The simplicity of the offering combined with their straightforward communication style makes what could be a confusing financial product feel accessible - save money, build credit, unlock better financial options.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat I made for you with my little internet hands (is that weird?).

Btw, if you want to get access to all the delicious features we use to make this newsletter and give a fellow marketer (me) some sexy 🥵attribution🥵 for this newsletter - click this cheeky link HERE and help yourself to a demo.

^ Click for an ad pack of some truly delicious ad references

(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me convince my CEO that my work on this newsletter is indeed mysterious and important). Please tell me you are also deep in the grasps of Severance Season 2 and understand that reference otherwise just move right along please.

3 Ads That Are Making Headlines Right Now

Maddie From MagicBrief — Wed, 12 Feb 2025 20:50:00 +0000

Hey internet friends - hope you’ve scrolled well today.

I must warn you that today’s Internet Ads Club edition contains an above-normal amount of Pete Davidson references. You will either love this, or hate this. Just please don’t unsubscribe. That would make me unimaginably sad. Anyway.

You are about to get intel on ads from the internet’s largest ad library with super secret intel on brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 11s

3 Banger Ad Breakdowns

Reformation

View Full Ad Here

Why it slaps: Well timed, well executed celebrity partnership.
Reformation explains it best: “Pete Davidson, the go-to complement to beautiful and talented women everywhere, has officially partnered with Reformation, the other go-to complement to beautiful and talented women everywhere”. Not only is it a partnership made in heaven for this core piece of brand messaging (extra points for simultaneously hard launching Pete’s extensive tattoo removal), but Reformation have done an epic job of leveraging their Superbowl spot across social.
How you could adapt: Partner with Pete Davidson. I’m kidding. Think about how a strategic creator partnership can amplify a brand message in market.

HexClad

View Full Ad Here

Why it slaps: Wonderful storyline.
It’s fun, it’s whacky, it’s wonderful, and most importantly the full ad features Pete Davidson (sorry). Pete aside, the world building around the narrative to amplify HexClad’s messaging around being an innovative, high performance piece of cookware is super clever. It’s also great example of how an entertaining, out of the box TV spot can also have its place on paid social!
How you could adapt: Build an immersive world around your product for a long form ad.

Carl’s Jnr

View Full Ad Here

Why it slaps: Dual audience appeal.
This was a cutdown pulled from their SuperBowl spot - but aside from being another celebrity partnership (usual points around this being great for boosting reach etc) I think it’s clever as it works on 2 audience levels. It appeals to both a chronically online TikTok generation (ahem, me) who recognise Alix Earle and were able to follow the amplification on social, but also harks back to the “OG” SuperBowl bikini ads for that note of nostalgia that still works for older generations / audiences unfamiliar with Alix. Do I agree with the ethics of that latter point? Undecided.
How you could adapt: Ensure your creator partnership ads still stand strong even if audiences don’t recognise the creator!

2 Brands to Follow

Paire

WEBSITE: I love their playful tone of voice and how they convey that they’re “high performance” while still keeping the brand approachable.

CREATIVE STRATEGY: Their ad messaging similarly conveys this “high performance” USP with really approachable language about everyday scenarios

Why I’m Loving Them: Paire has completely transformed the "basics" conversation from boring to brilliant. While most brands were busy making underwear either super sexy or purely functional, Paire swooped in with a genius pitch on Shark Tank by proving basics could be both high-performance and luxurious. They took the tech usually reserved for expensive workout gear - moisture-wicking, breathable fabric, anti-odor properties - and applied it to everyday underwear and clothing. But here's the really clever bit: instead of screaming about the tech specs like a sports brand, they're packaging it all in this beautifully minimalist, aesthetically pleasing way that makes you forget you're buying performance wear. It's like they're saying "yeah, it's got all the bells and whistles of athletic wear, but make it chic."

Eight Sleep

WEBSITE: Their motion graphic visuals and sleek website design makes their product benefits super quick to understand.

CREATIVE STRATEGY: They have custom LPs built out for different regions outside of the US to localise site content and track traffic from prospecting campaigns. Clever.

Why I’m loving them: Eight Sleep represents the intersection of deep scientific research and thoughtful consumer technology. They’ve leveraged a focus on being science backed in everything they do - from publishing their own sleep research to developing proprietary algorithms that adjust temperature throughout different sleep cycles based on these studies. What's particularly impressive is how they've transformed complex sleep science into an intuitive consumer experience that is backed by clever marketing execution and premium visuals. The brand has successfully positioned sleep optimization as a cornerstone of personal performance, attracting both elite athletes and technology enthusiasts (read: tech bros and gals). Maybe I can start an Internet Ads Club fundraiser for my Eight Sleep bed because I think about buying one atleast once a month.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month. I’m in NYC at the moment and I’m very cold so thought I’d put together some winter themed ads for you. Sorry to the Australians in the sweltering heat.

Oh and, if you want to get all the delicious juicy features we use to make this newsletter - stop sitting on your ass and book yourself a delicious demo to see the magic in action HERE

^ Click for chill ads

(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me convince my CEO that I should get a bonus roughly priced at the cost of an Eight Sleep bed.)

3 Ads To Keep You Company For Valentines Season

Maddie From MagicBrief — Wed, 29 Jan 2025 20:30:00 +0000

Hey internet friends - hope you’ve scrolled well today.

I am currently surrounded by 3 half-empty water glasses on my desk from throughout the day. Apparently I start a new one every time I sit down because walking 10 feet to get the old one is too much effort. It’s like this endless cup glitch. Anyway.

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 32s

3 Banger Ad Breakdowns

Meet Blume

View Full Ad Here

Why it slaps: Easy native execution.
Visually it looks like that viral TikTok phone call / prank call format but it’s such a low effort way to share a customer testimonial in a creative way. The text hook is also great to build suspense with where the phone call is going to go.
How you could adapt: Replicate a phone call with your top customer.

Jinx

View Full Ad Here

Why it slaps: Integrating seasonal relevance
It can be hard to create “marketing moments” in the calendar year without relying on new product drops or big campaigns to build hype - this is such a creative way of leaning into Valentine’s Day in a way that makes sense for a product (dog food) that doesn’t have an obvious tie to the seasonal event.
How you could adapt: Think about how you can engage with Valentines day in some of your ad formats leading up to V-Day

Clinique

View Full Ad Here

Why it slaps: Strong visual communication
Heritage is such a strong distinctive brand asset to leverage, particularly in a saturated category like skincare where new brands and innovations appear every month. This time tracker visual is such a creative way to communicate the longevity of a hero product, while still showing that the brand is innovating and improving on it over time.
How you could adapt: Is there a core product you could replicate this with that has lasted the years?

2 Brands to Follow

Merit

WEBSITE: They currently have a “gift with purchase” campaign live with beautiful visuals that make a basic tote seem high end.

CREATIVE STRATEGY: Love the core messaging around “impossible to mess up” for their blush range which has recently gone viral on social media.

Why I’m Loving Them: Merit has made waves in the beauty community recently and have completely flipped the script on the "clean beauty" conversation by making it less about what's missing and more about what's essential. While other brands are playing the "launch as many products in as many beauty categories as we can" game, Merit's curated approach is like a breath of fresh air in an oversaturated market. They've mastered the art of making "fewer, better things" feel luxurious rather than limiting. It's like they're saying "here's everything you need and nothing you don't" - and honestly? I’m here for it. They’ve done an incredible job with their stripped back visuals and branding that feels very similar to the aesthetic of Hailey Bieber’s Rhode Skin. Very excited to see what they create next.

Rux

WEBSITE: Rux have made high-performance outdoor gear feel stylish and refined. Also liked the revolving pop up of quotes on their home page with strong social proof from earned media.

CREATIVE STRATEGY: Even looking at their hooks, a lot of their messaging is around ‘adventure’ - testing different outdoor occasions (camping / climbing) and location based creative.

Why I’m loving them: RUX is doing something pretty brilliant in the storage space - they've turned the mundane task of organizing gear into a ritual for adventure preparation with the high performance waterproof material to match. While traditional storage brands focus on the problem (clutter), RUX focuses on the possibility (adventure). Their modular system isn't just selling boxes; it's selling the promise of being ready for anything. It's a masterclass in how to make something as basic as storage feel like part of a bigger, more exciting lifestyle narrative, and proof that effective positioning is one of the most powerful things a brand can invest in.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Oh and, if you want to get all the delicious juicy features we use to make this newsletter - stop sitting on your ass and book yourself a delicious demo to see the magic in action HERE

^ Click for special Valentines Day ad pack to help you feel less lonely

3 Ads That Will Help You Do Your Marketing Job Again

Maddie From MagicBrief — Wed, 15 Jan 2025 19:25:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Well, here we are at the start of the fresh new year. Thank you to all who read this whimsical little newsletter in 2024. Please keep reading it in 2025 so that I can continue to base my self esteem on my open and click through rates. Hopefully this edition helps you do your marketing job better this week. Or not. Anyway.

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 12s

3 Banger Ad Breakdowns

STAX

View Full Ad Here

Why it slaps: Clever gamification.
I love how cheeky and creative this is, plus so simple to execute for any marketers easing slowly into the new year. Gamifying a viewer’s interaction with an ad is such a clever engagement hack, and would also double as a great organic piece of content.
How you could adapt: Think about how you can create an on-screen game for the ad viewer.

Mous

View Full Ad Here

Why it slaps: Compelling visual narrative
Word on the street is that HIGH PRODUCTION IS BACK and this little banger ad is a great example of how they’ve made the humble bag into the star of the show for this mini narrative. In a sea of paid-creative-sameness, this level of storytelling can be the emotional cut through brands need.
How you could adapt: Take the time to craft a higher fidelity product narrative that makes audiences FEEL something.

Pretty Litter

View Full Ad Here

Why it slaps: Scroll stopping hook
Did this stop my scroll purely because I am a clinically insane cat person? Perhaps. HOWEVER, this is the result of a brand who knows their audience (clinically insane cat people) and how to hook them in based on their desires (to communicate with their cat). I also like that they’ve made the cat the main character vs. the usual owner speaking, great perspective shift.
How you could adapt: Shift the perspective. What is another character / figure who could speak on behalf of your product?

2 Brands to Follow

Bokksu

WEBSITE: Great social proof and 3 step breakdown of how the product works in a way that is easy for new users to understand

CREATIVE STRATEGY: They have positioned their snacks as a “cultural discovery” experience in a lot of their messaging - a clever way to capitalise on the significance of food being a modality that most of us explore culture.

Why I’m Loving Them: Bokksu stands out in the crowded subscription box space by going beyond just "Japanese snacks" to create a genuine cultural connection. They’ve built their brand around the concept of authentic discovery - partnering with century-old family makers, featuring regional specialties, and providing deep cultural context for each item. Their genius lies in how they've elevated snacking into cultural storytelling, making each box feel less like a product delivery and more like a curated journey through Japan's culinary heritage.In a market where many food subscription boxes struggle with retention, Bokksu has created an educational and emotional connection that makes their service feel more valuable than just the sum of its snacks.

Thrive Causemetics

WEBSITE: They have UGC videos that show the usage of their hero SKUs on the homepage. Really clever way to show social proof.

CREATIVE STRATEGY: These guys have mastered the art of a great hook. If you track their account you can see how they test, validate and iterate on their winning scripts super strategically and they have impressive creative velocity.

Why I’m loving them: While many beauty brands rely on glossy production and aspirational messaging, Thrive has leaned hard into authenticity through raw, lo-fi content that feels native to social feeds. Their genius lies in how they've managed to maintain a premium positioning while using content that feels completely unfiltered - like an everyday accessible luxury. Their vegan formulations are presented not as a compromise but as an enhancement to product performance, shifting the conversation from what their products lack to what they deliver. They also have a "Beauty with Purpose" giving model, which transforms every purchase into an act of impact, I love that they’re a purpose driven brand through and through.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

Oh and, if you want to get all the delicious juicy features we use to make this newsletter - stop sitting on your ass and book yourself a delicious demo to see the magic in action HERE

^ Click for free ad pack that will make you hungry

(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me in my lifelong desire for perfect attribution which I know is a total pipedream but hey a marketer can dream)

3 Ads You Can Pretend You Came Up With Yourself

Maddie From MagicBrief — Wed, 18 Dec 2024 20:36:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Accidentally liked a 3-year-old Instagram post while doing some light professional stalking. Immediately threw my phone across the room like it was on fire. Might delete all social media and start a new life raising alpacas. Reply if you want to co-fund the alpaca farm with me. Anyway.

Ads sourced from the internet’s largest ad library with brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 35s

3 Banger Ad Breakdowns

Fussy

View Full Ad Here

Why it slaps: Just some bloody great copy.
It’s seasonal, it’s relevant, it’s funny, AND it speaks to Fussy’s core positioning around their incredible scent range. Watch the full ad to see the skit at the beginning. Great example of organic entertainment being used for paid.
How you could adapt: Add a funny Christmas spin on your creative for the festive season

Breeze Balm

View Full Ad Here

Why it slaps: Show don’t tell
Having the “2minute” claim coupled with the timer is such a smart way to communication how the product simplifies your skincare / makeup routine without explicitly saying it “simplifies your routine”.
How you could adapt: Rethink different angles to “show” your strongest product benefit claims

North Face

View Full Ad Here

Why it slaps: Engaging editing & transitions
This piece of creative is a massive vibe. It effectively captures the cultural moment / stereotype of everyone wearing North Face when weather gets cold - but is a snappy, interesting video to watch that shows off their product range.
How you could adapt: Try this walking + editing cut while showing off YOUR products!

2 Brands to Follow

Fussy

WEBSITE: Can we just appreciate “BestSmellers” as a line of copy? So good.

CREATIVE STRATEGY: Their tone of voice is so fun - heaps of awesome hook inspiration across their ad account that any personal care brand should take a look at

Why I’m Loving Them: Fussy has brilliantly reframed the natural deodorant conversation from one of compromise ("it works... kind of") to one of luxury and delight. While other brands in the space focus primarily on their natural credentials or sustainability, Fussy has created a new category of "luxury natural deodorant" that makes the daily ritual of application something to look forward to. Their scent-first approach cleverly shifts the focus from what their product doesn't have (aluminum, plastic waste) to what it adds to your day - a moment of fragrance-driven joy. It's a perfect example of how to transform a utilitarian product into a desirable lifestyle choice.

WaterBoy

WEBSITE: A core messaging pillar is how they are positioned against Liquid IV with a strong Us vs Them angle. Also love the occasion based segmenting of product use.

CREATIVE STRATEGY: Same Us vs Them messaging reflected across their ad creative - going after the biggest competitor in their space.

Why I’m loving them: Waterboy exemplifies how to successfully challenge a category giant by zeroing in on consumer pain points - in this case, the high sugar content in traditional hydration products. They've transformed the hydration category conversation from just electrolytes to a more holistic nutrition discussion. While Liquid IV established the convenience of powder hydration, Waterboy is cleverly positioning themselves as the thoughtful evolution of the category - all the benefits, none of the compromise. It's a masterclass in how to enter a dominated market by making your competitor's weakness your strength.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month. I love cats so have a little Hello Kitty cat below as an EXTRA treat.

^ Click for New Year ad pack

If you want to get all the delicious juicy features we use to make this newsletter get your ass on a free trial HERE.

(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me win my ongoing battle of "why we should keep letting Maddie go rogue on the internet on Thursdays" with our CEO)

3 Ads That Can Instantly Stop The Scroll

Maddie From MagicBrief — Wed, 04 Dec 2024 21:44:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Ordered my regular morning coffee and said 'you too' when the barista told me to enjoy my coffee. It's been three days and I'm still thinking about it. I may never live this down I fear. Anyway.

Ads sourced from the internet’s largest ad library with brands tracked using our epic competitor tracking tool.

Estimated read time: 2mins 32s

3 Banger Ad Breakdowns

Summer Fridays

View Full Ad Here

Why it slaps: Turns a stat into a FOMO story.
I read a LinkedIn post that the Summer Fridays butter balm was the second most purchased product on Shopify this BFCM (don’t quote me I have not fully fact checked this). It's hard to ignore the implicit "join the club" message when you realise two more people probably bought one while you were reading this sentence. Super effective. And great to show the scent range.
How you could adapt: Do you have any stats about your best sellers that are worth shouting about? eg. A customer joins our loyalty program every minute" or "We ship to a new country every week”.

Stronger

View Full Ad Here

Why it slaps: Visual hook that makes the sales offer fun to watch.
Okay this is just chef's kiss scroll-stopping content. The iPhone lineup creates this perfect "wait for it..." moment, while somehow making a sales message feel like you're in on a fun secret rather than being marketed to. In a feed stuffed with "BIGGEST SALE EVER!!!" content that we've all gone numb to, this is like the marketing equivalent of bringing snacks to the party.
How you could adapt: STEAL THE IDEA FOR YOURSELF GUYS DO IT DO IT DO IT

Subtl Beauty

View Full Ad Here

Why it slaps: Native storytelling done right.
Not only is this concept super easy to execute but it’s an effective way to breathe new life into old footage. Got an unboxing or a UGC product demo video lying around? Have a quick message exchange at the beginning and then add the footage on the end. Easy peasy.
How you could adapt: Come up with your own text exchanges to go before a product video.

2 Brands to Follow

Brooklinen

WEBSITE: I love this idea of texting with a “comfort expert” vs the usual “contact support” CTA. It feels super personalised and on brand with their values.

CREATIVE STRATEGY: They leant heavily into repurposing their earned media / traditional media snippets as ads which is a clever way to build social proof & standout for BFCM.

Why I’m Loving Them: Brooklinen's success stems from their ability to turn a traditionally boring category into an alluring lifestyle choice. They've created a new market segment of "accessible luxury bedding" by challenging the traditional retail markup model while maintaining premium quality. Their marketing brilliantly weaves leans into 2 key value props: the technical superiority of their products (focusing on long-staple cotton and thread count education), the emotional benefits of better sleep. Their sheet sets were also some of the most shopped BFCM deals on Shopify!

Allkinds

WEBSITE: You are first prompted to shop by their fun collections that reflect different trends (Ballet Core) or themes relevant to their young demographic

CREATIVE STRATEGY: This hyper colourful and fun approach to scents, textures and products is exaggerated across all their paid ads.

Why I’m loving them: Allkinds represents a masterclass in building a brand for the next generation of consumers. Unlike traditional personal care brands that often "age down" adult products, Allkinds has built their brand from the ground up for tweens, understanding that this demographic has fundamentally different relationships with brands than previous generations. Their formulation strategy cleverly bridges the gap between what kids want (fun, sensorial experiences, great scents) and what parents need (clean ingredients, appropriate formulations). They've created a new category of "age-appropriate self-care" that respects their audience's sophistication while acknowledging their youth.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

^ Click for Gifting ad pack

If you want to get all the delicious juicy features we use to make this newsletter including the world’s largest ad library and competitor tracking tool (yes you can stalk your competitors creative strategy in 3 clicks) - request a MagicBrief tour HERE

(P.S - do a fellow marketer a favour: if this newsletter is the reason you book a call, mentioning that will help me win my ongoing battle of "why we should keep letting Maddie write whatever she wants on Thursdays" with my boss)

3 Ads That Prove Organic Formats Can Make Great Ads

Maddie From MagicBrief — Wed, 20 Nov 2024 20:45:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Held the door open for someone who was just far enough away to make it awkward. They had to do that half-jog, half-walk thing to close the distance, and now I feel like I owe them an apology. Anyway.

Estimated read time: 2mins 21s

3 Banger Ad Breakdowns

The New York Times

View Full Ad Here

Why it slaps: Native product integration.
Advertising a digital product is a tricky beast, as there isn’t something tangible to gift to a creator or do a studio photoshoot. However, I thought the NYT did such a great take on this “Sunday Reset” trend by organically integrating different topics and elements of their content offering into the video content. Bravo.
How you could adapt: How can you make the intangible feel tangible?

Square

View Full Ad Here

Why it slaps: Subtle social proof.
This ad definitely feels like more of a brand play vs. the direct response style that is common with paid ads, but by partnering with a trusted food creator and being content first in their approach, it creates a sense of FOMO that “all the cool spots in LA use Square”. Would be curious to see the other collateral they are running with this strategy.
How you could adapt: How can you show social proof without shoving it down people’s throats with big testimonials and reviews?

Bondi Boost

View Full Ad Here

Why it slaps: Easy execution.
Sometime tweaking the copy on an existing video can be all you need to make an ad feel like less of an ad. You could totally change the tone of this video by listing out the product benefits, doing a before and after etc. but having a cheeky title there which holds the viewer long enough to see your product in action is also good angle to test!
How you could adapt: Rerun some old product demo videos with more ‘native’ copy.

2 Brands to Follow

DROOL

WEBSITE: Big bold product visuals lends itself well for the nature of their product and branding

CREATIVE STRATEGY: They seem to have gone all in a core hook “I could never afford sick art” and create diversity by showing the different prints available

Why I’m Loving Them: DROOL's creative approach is a breath of fresh air in the consumer world. They collaborate with emerging artists to curate a diverse collection of contemporary art prints that cater to various tastes and styles, and their ads are always gorgeous showcases of these unique prints and how to style them in your home. By making unique art accessible and affordable, DROOL has seen massive success, and I’ve personally seen their artworks in SO many people’s homes the past couple of years.

SURI

WEBSITE: They’ve cleverly framed a traditional “commodity” product (toothbrushes) as a premium gift

CREATIVE STRATEGY: Reflected this similar gifting messaging across their recent paid ads

Why I’m loving them: SURI has redefined oral care by blending sustainability with high-performance design. Their sonic toothbrushes are crafted from recyclable materials, featuring plant-based brush heads and aluminum handles, ensuring both durability and eco-friendliness. SURI's commitment to reducing plastic waste is evident in their innovative recycling program, allowing customers to return used brush heads for proper recycling. Their sleek, minimalist design doesn't just look good—it delivers a powerful clean with 33,000 sonic vibrations per minute, all while being gentle on your gums. And, what an awesome gift.

1 Ad Creative Guide

This week I’m sharing our cheeky end-of-year ad creative guide (sorry for everyone who hates change)

We’ve collaborated with the team at Butter to put this together - including an end-of-year ad pack and the templates to remix them and recreate them for yourself using Butter.

Click below to access!

^ Click for Guide

If you’re still hungry for ad inspiration, access the internet’s largest ad library for free here.

3 Ads to Help You Survive Sales Season Because Every Marketer is Drowning Right Now

Maddie From MagicBrief — Wed, 06 Nov 2024 20:45:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Usually I’d have some dumb little anecdote here about a benign interaction I’ve had with the world during the week, but just wanted to use this space to tell my fellow marketers that you’re doing great, hang in there, your boss probably doesn’t hate you, and I hope you find some moments of calm in this busy season.

Estimated read time: 2mins 43s

3 Banger Ad Breakdowns

LNDR

View Full Ad Here

Why it slaps: Standout headline in a sea of sameness.
Every brand and their dog is running Black Friday creative at the moment (many brands seem to be going early this year) so I loved this counterintuitive headline that stops the scroll but still does the sell.
How you could adapt: Why do YOU hate Black Friday? Tell us about it.

Oats Overnight

View Full Ad Here

Why it slaps: Scroll-stopping visuals.
No one cares about the intricacies and benefits of every flavour you have… UNLESS you pack them with your coworkers hands behind your back and make it a good time.
How you could adapt: Can you reimagine warehouse packing content in a new original way?

Sometimes Always

View Full Ad Here

Why it slaps: Excellent copy.
I say it all the time but STATICS AREN’T DEAD. Clever copy can take you so far (MagicBrief actually has an ad pack FULL of examples right here yes there you go a bonus little internet treat because I know you’re drowning) and is such a good way to test how positioning and messaging resonates with your audience.
How you could adapt: Take the time to craft stellar, simple copy to test on some static visuals.

2 Brands to Follow

AG1

WEBSITE: They’ve leaned heavily into the ritualistic nature of the supplement which is across all their website and creative messaging

CREATIVE STRATEGY: You can see how the evolution of this hook has been tested and validated over time - and see how they’re using it across multiple different videos so it’s likely a winner.

Why I’m Loving Them: I know, I know, I know, every performance marketer ever has heard of AG1 but I have to give credit where credit’s due. I recommend every single one of you that makes, buys, or analyses internet ads to follow and track how AG1 executes their creative strategy. The way they test messaging, test formats, and upgrade winning elements onto new creative is world class and I encourage everyone to emulate their process. I use them as an example in every MagicBrief demo call for good reason. Plus the product is absurdly good quality and scientifically backed.

DIRTEA

WEBSITE: This is an excellent headline copy and love the simplicity of the hero image

CREATIVE STRATEGY: Strategically using statics to test different ways to communicate their welcome kit offer.

Why I’m loving them: As a caffeine addict I’m typically sceptical of “coffee alternative” brands because why would I ever stop drinking my delicious bean water but these guys make it look cute so they’re forgiven. DIRTEA has mastered the art of blending wellness with a touch of fun, making functional mushrooms a staple in daily routines. Their social media strategy is a testament to this, featuring collaborations with health influencers and wellness experts who resonate with their mission.

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3 Ads That Will Keep Your CPMs From Haunting You

Maddie From MagicBrief — Wed, 23 Oct 2024 20:50:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Went to the store for "just a few things." Left with three bags of groceries that cost me a small mortgage and still forgot the one item I needed. The grocery store has its own gravitational pull, I swear. Anyway.

Estimated read time: 2mins 14s

3 Banger Ad Breakdowns

Dr Squatch

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Why it slaps: Attention grabbing hook.
Dr Squatch are content masterminds and this ad is no different. Such a great example of how you can soft sell your product use case and benefit (high stress scenarios + long lasting scents) by putting in context via an entertaining skit.
How you could adapt: What is an outlandish situation your product could be used for?

Who Gives a Crap

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Why it slaps: Instant durability demo.
Video proof speaks louder than words. Who Gives a Crap makes eco-friendly home products and this ad is a clever way to instantly debunk a common perception (that eco-friendly bags aren’t durable) AND do a bit of competitor slander in the process.
How you could adapt: Create a similar side-by-side product demo to debunk your own category myths

Rhode

View Full Ad Here

Why it slaps: Creative brand visuals
STUDIO STATICS AREN’T DEAD! Rhode always has phenomenal product imagery that reinforces their brand identity AND conveys the look and feel of using their products. This was created for their new glazing milk and it’s nailed communicating both product texture and appearance.
How you could adapt: Get creative on the different ways you can visually show your product characteristics

2 Brands to Follow

Vacation Inc

WEBSITE: They’ve gone all in on this old-school vibe and the branding is gorgeous

CREATIVE STRATEGY: They lean heavily on their strength in product visuals to sell this desirable lifestyle while strategically testing different copy

Why I’m Loving Them: Because they’ve turned sunscreen into a full-on vibe. This brand takes everything nostalgic and fun about summer - think retro beach clubs, piña coladas, and poolside glamour - and wraps it up in sun care. Their products don’t just protect your skin, they smell amazing (like coconutty sunscreen dreams) and come in the most aesthetic packaging that looks like it’s straight out of a ‘70s summer postcard.

Deux

WEBSITE: Clever use of the Us vs Them format to showcase benefits

CREATIVE STRATEGY: Snaps of their recent Deux x Deuxmoi collab - using platform native styles to bring the new flavour and campaign to life!

Why I’m loving them: DEUX has nailed their social media strategy by mastering influencer collaborations that blend seamlessly with their fun, health-conscious vibe. They’ve partnered with creators like Amanda Hirsch and big names in social like Deuxmoi (above), boosting visibility across beauty, wellness, and food spaces. These influencer partnerships, along with events like their collab with Chamberlain Coffee, have created viral moments that have skyrocketed the brand and deepened their cult-like following.

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3 Ads to Help You Survive Q4 Because If You Work In Marketing You Are Definitely Burnt Out

Maddie From MagicBrief — Wed, 09 Oct 2024 20:50:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Pressed the elevator button like a normal person, and someone walked up and pressed it again. Did they think my button press wasn’t good enough? Now we’re in an unspoken button-pushing contest and somehow my ego is bruised. Anyway.

Estimated read time: 2min 34s

3 Banger Ad Breakdowns

Me Undies

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Why it slaps: Attention grabbing hook.
I bet the thumbstop ratio on this ad was over 90% because I watched it all the way through to get the tea. I can’t remember the scientific name but it’s tapping into the same psychological pull that makes it hard for humans to look away from a car crash. And such a creative way to show that they have matching undies for couples.
How you could adapt: What high stress activity could you do a GRWM for?

ClickUp

View Full Ad Here

Why it slaps: Flipping the B2B script.
I’m loving this trend of SaaS companies investing in high production, entertaining storytelling content - and ClickUp is leading the charge in a big way. Love the entire execution of this ad.
How you could adapt: Take a risk on a high-production video narrative.

ClassPass

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Why it slaps: Easy but effective execution.
It’s Q4, we’re all burnt out, and we haven’t even passed BFCM yet. This is an easy execution that effectively shows the range of product benefits in a low touch way.
How you could adapt: What footage in your current camera roll can you chop together to make a montage ad?

2 Brands to Follow

MagicSpoon

WEBSITE SNIPPET: The spoon spins as you scroll - such a creative way to display benefits.

CREATIVE STRATEGY: That hook obviously works well for them - can apply to your own category with “this X hack feels illegal”

Why I’m Loving Them: Surreal Cereal gets a lot of hype in the marketing world but Magic Spoon are also smashing it. They’re all about turning classic cereal into a healthy indulgence, with high-protein, low-carb options that taste just as good as you remember from childhood. Plus, their direct-to-consumer model keeps it easy to stock up on your favourites. Magic Spoon’s social channels are a blend of fun and community, bringing a playful vibe to their cereal revolution. It’s the ultimate grown-up treat that still feels like a kid’s breakfast.

Wild

WEBSITE SNIPPET: The graphics and shopping experience of mixing and matching cases and refills is so clever and luscious to use.

CREATIVE STRATEGY: They bring their USPs (cute designs, innovative scents) to life across all their ads in different formats

Why I’m loving them: Wild is totally shaking up the deodorant game in the UK and recently expanded into Australia and beyond. They've taken something as basic as deodorant and turned it into a sustainable must-have with their sleek, refillable cases and all-natural formulas that come in fresh, long-lasting scents that actually work. Their marketing is on point with gorgeous colours and visuals that showcase their beautiful designs and amazing scents - definitely a DTC brand to watch.

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3 Ads To Get You Through BFCM

Maddie From MagicBrief — Wed, 25 Sep 2024 22:00:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Loaded the dishwasher like a responsible adult, hit the start button, then immediately found a dirty mug on the counter. Now the mug is sitting there, judging me for another 24 hours. Anyway.

Estimated read time: 2mins 14s

3 Banger Ad Breakdowns

Who Is Elijah

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Why it slaps: A great soft sell.
Who Is Elijah make some seriously gorgeous content and are known for being cheeky and fun while maintaining their luxurious vibe. Framing their travel size as a solution to “commitment issues” is such a clever way to soft sell the offer!
How you could adapt: What is an out of the box twist on your sale offering?

Cider

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Why it slaps: A lil humorous surprise
In a sea of endless fashion try on hauls that all look the same, this ad makes a try-on fun to watch. Plus, fans of the creator get to enjoy a little inside joke as Syd is known for these outfits from TikTok!
How you could adapt: Collaborate with a creator’s signature content to use as an ad

Bread Beauty Supply

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Why it slaps: Clever on-brand suspense build
This would be a fun product reveal format for anyone to try (if you have a loaf of bread handy) but it’s even stronger being the name of the brand itself. It’s instantly engaging, and keeps you wondering.
How you could adapt: Think of a visually engaging way to ‘reveal’ your product or offer

2 Brands to Follow

Boody

WEBSITE: Boody was an early pioneer of using diverse models in their catalogue and have set an example that many brands now follow

CREATIVE STRATEGY: Boody absolutely PUMP their creative testing and their ad library is a mix of different formats and styles.

Why I’m Loving Them: Half of my underwear drawer is Boody and the brand is all about balancing comfort, sustainability, and style effortlessly. Their pieces, from everyday basics to activewear, are made from the softest organic bamboo, and it feels like a little eco-friendly hug every time you wear them. Beyond the clothes, their growing retail presence means you can now find Boody in stores, but the lifeblood of their brand still runs through their direct-to-consumer (DTC) roots. They’ve nailed a creative ad strategy, rigorously testing and tweaking content to make sure it hits the mark with their community.

Laundry Sauce

WEBSITE: Such a creative & disruptive BBQ visual for their pods

CREATIVE STRATEGY: Scent is their core USP and they drill into it across all their messaging, cheekily comparing to fragrances like Gucci and Tom Ford

Why I’m loving them: Laundry Sauce have managed to make something as mundane as laundry feel luxe. Their premium laundry pods come in bold, sophisticated scents that elevate the entire laundry experience. It’s like giving your clothes a spa day. With a growing community of loyal fans and rave reviews, it’s clear Laundry Sauce is hitting the mark with their outstanding creative strategy. Whether you’re checking out their sleek website or following them on social, they’re consistently pushing the boundaries of what a laundry brand can be.

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3 Ads To Make Even Your Ex Swipe Up

Maddie From MagicBrief — Wed, 11 Sep 2024 21:45:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Threw a perfectly matched pair of socks in the laundry over the weekend. Only one came back. The other is probably living a new life in the sock witness protection program. Or plotting its next vanishing act. I will never understand where these lost socks go. Anyway.

Estimated read time: 2mins 11s

3 Banger Ad Breakdowns

Lucent Globe

View Full Ad Here

Why it slaps: Relatable af.
Lucent Globe always knock it out of the park with their ads and this one is no different. It’s clever, mega relatable and entertaining. Here’s a cheeky playbook for how Lucent Globe ships 30+ ads a week entirely in house right 👉here
How you could adapt: What is a known relatable struggle of your industry?

Speechify

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Why it slaps: Attention grabbing text hook.
There is nothing the internet loves more than a tech CEO getting their ass handed to them… i think. I have no idea if this was set up or not, but either way it’s a banger ad and props to Cliff for taking the risk.
How you could adapt: Can you make a public stunt into an ad?

Stars & Honey

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Why it slaps: Eye-catching visual.
I’ve seen so many ways of communicating a flavour variant but this one has gotta be a standout. It’s weird and funny and wonderful but you understand it straight away - which is what matters.
How you could adapt: What is a left-of-field way you could present a product variant?

2 Brands to Follow

Kit.sch

WEBSITE: Love the video testimonials as social proof on their site

CREATIVE STRATEGY: They use a lot of native style posts and ASMR / satisfying content.

Why I’m Loving Them: Kitsch has nailed the art of making everyday hair and beauty essentials look good. Known for their sustainable, stylish products—everything from satin pillowcases to heatless curling sets—their branding is all about keeping things practical yet fun. Their social media vibe is fresh, relatable, and highly shareable, drawing in a loyal community that sticks with them. Whether it's their eco-friendly initiatives or viral-worthy beauty hacks, Kitsch isn't just selling products; they’re creating trends.

PuraU

WEBSITE: Personalisation is king in eCommerce, love how they have their different programs organised here.

CREATIVE STRATEGY: PuraU leans heavily on science & education for their ads which is a great to set up their product as the solution.

Why I’m loving them: PuraU is a local Aussie acne skincare brand that takes a unique approach by focusing on the root cause of acne rather than just surface-level treatment. An ad of their product being shared on the local news kicked off huge growth for the brand and they’ve continued killing it on paid social ever since, I always watch their ads as they are super fun but also informative.PuraU is centred on holistic healing, and combines natural ingredients and scientific research to deliver results that target acne from within.

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3 Ads To Turn Heads (And Clicks)

Maddie From MagicBrief — Wed, 28 Aug 2024 21:45:00 +0000

Hey internet friends - hope you’ve scrolled well today.

Checked the forecast this morning— it promised clear skies all day. Naturally, I ended up with sun, rain, wind, and what felt like a mini-tornado by lunch. I’m starting to think Sydney’s weather team just spins a wheel and throws in a wild card for fun. Kind of like how I used to organise my dating roster back in the day. Anyway.

Estimated read time: 2mins 31s

3 Banger Ad Breakdowns

Threadheads

View Full Ad Here

Why it slaps: A cheeky surprise
Well, this hook sure is one way to stop the scroll, but thankfully has a double meaning or else I don’t think Meta would have been too happy having it on the platform. It’s one of the most creative product shares I’ve seen - 11/10 - definitely worth the watch.
How you could adapt: Say something controversial in your hook to capture their attention.

Hinge

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Why it slaps: Using owned assets in ads.
Hinge’s conversation prompts are such a distinctive and own-able brand asset of theirs, so it’s clever to put them front and centre in their recent performance campaign where people are already generating conversation about them. You could say it’s very self aware, demure, mindful etc.
How you could adapt: What is a distinctive brand asset you can lean into?

Frank Body

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Why it slaps: Good ol’ warehouse BTS.
That first shot of the product sludge into the barrel!? Incredible. So satisfying. Warehouse content is always a favourite on organic socials and definitely worth considering as a concept to test in your paid strategy.
How you could adapt: Clip up your warehouse footage into an ad for your best sellers.

2 Brands to Follow

Testing out this new segment to share brands I think are KILLING IT on paid social to replace our usual Industry Insights section - keen to know what you guys think! Please validate me! Or at least roast me respectfully! xx

Krave Beauty

WEBSITE INSPO

”Skinsides” is so clever + love the illustrations.

CREATIVE INSIGHTS via MAGICBRIEF

They have ramped up their creative velocity big time - 429 ads in 14 days.

PERFORMANCE TIP: Use statics to test a variety of headlines and visuals at low cost.

Why I’m Loving Them: Krave Beauty, founded by beauty influencer Liah Yoo, is making strides not only in skincare but also in sustainable innovation and they recently achieved BCorp certification! For example, their latest product, the Makeup Re-Wined cleanser, uses upcycled grapeseed oil (and what a clever product name). I think their branding and packaging is gorgeous, and they’ve done an incredible job ramping up their paid social activity all while maintaining their playful tone and distinctive brand identity.

Olipop

WEBSITE INSPO

Love this way of presenting a flavour range.

CREATIVE INSIGHTS via MAGICBRIEF

Olipop testing heaps of video (87%)

TIP: Test both lo-fi UGC style and high production assets

Why I’m loving them: Olipop’s rise is the kind of story you tell at marketing conferences. Launched in 2018, they’ve cracked $500 million in revenue by doing what legacy brands couldn’t—making soda cool and healthy. Their social media isn’t just a feed; it’s a community. They’ve mastered the art of nostalgia, wrapped in a mission-driven message that actually matters. And now, they’re not just in your local grocery store—they’re the official soda at the Clippers' Intuit Dome.

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