I break down ads to ultimately learn and implement better copywriting & creative strategy principles in my day-to-day.

Here are the best ones I found this week as I review them in public for you.

1. Huel

Huel’s ads are always noteworthy.

Here’s why this one is too!👇🏻

→ USP in headline

→ Minimal graphics

→ Pointing out features

→ Focus on per-unit price

Lesson: Do not overcomplicate what you have to say.

2.Spacegoods

Y

The best way to introduce a new flavor? Show it in action and recall the benefits.

This ad follows the classic reverse pick-up hook. Plus, it feels organic because the creator is simply making a drink while talking.

Lesson: Don’t sell. Say

3. MUD\WTR

The best part about this creative is the angle and positioning.

Here, MUD WTR is not a new drink in a budding category.

It’s a coffee alternative.

More relatable and enemy-focused.

Lesson: Find an enemy. Position against them.

4. Brez

This ad falls perfectly into the not-like-an-ad category.

Creative is simple — talk to the camera with benefit-driven info.

Ad copy starts with contextual & detailed social proof + a quick what it is & how it helps you statement.

Lesson: Start with the strengths.

5. Harry’s

I like how Harry keeps it simple.

They literally use the creative and ad copy to describe the offer.

What you get inside + the price.

Perfect for activating new customers.

Lesson: Sometimes a good offer beats good copy.

6. Blissy

Blissy is a pillow brand with genius positioning.

They not only talk about better sleep but also better hair and skin.

Plus, this gifting angle works well for a quality-of-life product like this.

Lesson: Choose an angle based on positioning.

7. Long Wknd

This creative from Long Wknd is quite good for 2 reasons.

1. It is simple and easy to consume.

2. It’s a two-way sword of listing a benefit while fighting an objection.

Lesson: Use benefits + objections together to create contrast.

What’s your favorite ad out of these?

Let me know in the comments!

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