Ad Creative Newsletter #69 (nice)

Mary Boyagi
September 28, 2022

Awkward Essentials

In less than 1 second, you know you’ll be watching ‘til the end. Awkward Essentials brilliantly balances a provocative visual with direct components like the 4-step how-to explanation and CTA.

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Taking the power of visual innuendo a step further, HUM’s ad relies solely on a static image to speak to the female undercarriage in a classy yet undeniably yonic way. You know what you saw… but are you sure? Better check the primary text for more info.

Frank Body

Suggestive copy on a bootiful background is a winning combination! We also have to applaud the creative use of an assterisk*, which has the split role of product explanation and brand personification. Even the primary copy is on theme, ensuring an effective ad from top to bottom*.

*No assterisks were harmed in the making of these buns puns.

Jack Archer

🚨Humble brag: we made this ad. Pairing a short, simple, smartass double entendre with a goofy USP-highlighting image gave our ROAS a big boost. This was the clear winner of our last round of creative testing, so hold onto your butts and watch how we iterate on it in the future.

The Hello Cup

Sharp double entendres should be in every copywriter’s creative quiver. They’re a great way to make your brand’s voice fun and engaging while respecting the intelligence of the consumer. The copy here is a little long, but fitting a double double entendre into just 10 words is no easy task. Plus, motion ensures that this linguistic feat doesn’t go overlooked.

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Detour Sunglasses

Welp, that’s a pretty tough line to ignore… We’ve seen mocks of outdoor ads perform well in our own tests, but this is no mock-up. Detour actually ran this Chicagoland area outdoor billboard, which must have performed so well that they decided to test a digital version. Regardless of format, copy does the heavy lifting here by appealing to the sophomoric sense of humor that everyone (excluding liars) possesses.


YouTube only guarantees a captive audience for a maximum of 5s, so you better give viewers a reason not to skip your ad. The sand and bark visuals were suggestive enough to carry us past the “skip ad” button, but the sheets-grabbing strategically placed at 0:05 ensured we’d stick around for the ad’s… um… climax.

Full version here