We’re starting and ending this edition with the 1 Creator, 2 Characters format because, more than anything, it entertains! It makes for a great vector of communication for products and services on the dull end of the spectrum (like a workplace review app). This Fishbowl ad gets an additional shoutout for creating a loop that we didn’t recognize until 5s into our second viewing. 🐟
Even though the brand and product are listed above, the white space and crooked typography treatment immediately draw your eyes to the grabby and functional “Don’t trip” line. The pop of strawberry ensures that you don’t get too caught up on the copy up top, and guides you down to the USPs and finally the CTA. The neutral background all but simulates the focus and energy that the product promises. Everyone wants to be the fungi making video ads, but a well-executed static can often be just as effective — no cap.
This brilliantly acted 1 Creator, 2 Characters production features an irresistible three-word memebait headline to lock in its audience. The Academy also recognizes the actor’s commitment to character through the product explanation and listing of USPs. Critics on Pearmill’s Slack give it 4 stars, lauding the modern masterpiece in its ability to connect with a younger audience.
When you employ long form content, you run the risk of losing your audience. FP Insoles limits their risk by featuring engaging shots throughout. Who out there has an attention span so short that it won't engage with bowling ball-smashing clips? The brand isn't currently running any ads on Meta that are below the one-minute mark, but they sure can slice up and repurpose an ad like this if they change their strategy.
Duality, juxtaposition, and polarity — great for art, great for ads. We see these concepts in the romantic stargazing vs. violent death of the app, as well as in the copy. They have meteoric effect here because they strengthen the app’s unique overall messaging: “I wanna be deleted!”
Yes, the creator is charismatic and cooking videos are hot right now, but what this ad really dishes up is an exercise in pacing. The cuts are seamless, and you get an entire recipe in 37s. You want to see each shot for a second more, yet simultaneously crave the next one. USPs are stirred in nicely, and “…before it sells out again” messaging adds the spice of urgency. Add this recipe to your creative cookbook now.
You plunge into this ad from the jump (mostly to make sure the Greyhound is alright). Then the TP brand gets on a roll by including a “free shipping” offer. Who Gives A Crap shows restraint by only focusing on “no plastic” messaging rather than risking USP overflow by including a “bamboo-based” callout. It’s a good exercise in holding it in. Overall 9/10 — almost perfect, but we pooh-pooh the practice of bamboozling good boys.