Most ads copy their own category.
That's why they all look the same.
Slipper ads sit on plain white.
Perfume ads put one bottle in a surreal scene.
Roofing ads show a drone shot of a roof.
You've filed them away before you read a word.
So I keep stealing from the category...
Black Friday is three weeks away.
Most ads in the feed will be shouting a percentage.
30% OFF. 40% OFF. 50% OFF.
After the third one, they all blur together.
The offer can stay the same.
The frame has to change.
For an Art Deco homeware shop, I put the sale on a 1920s front...
Every ad on my profile is a remix.
None of them started with a blank page.
I find 2 or 3 ads that have been running for months.
A long run is the best public clue that an ad is working.
Then I take one piece from each.
This dog bed ad is three of them:
A messy real-home photo...
This perfume ad started with a toggle switch I saw on Pinterest.
On Meta, that's a problem.
Meta's ad rules don't allow images showing features that don't exist, like a fake play button.
But the product is three oils you mix yourself.
The idea needed controls.
So I made the...
