👁️ 5 ads that caught my eye this week (steal these principles)

Hey friend,

Good creative gets seen.
Great creative gets clicked.
Exceptional creative drives sales.

The problem?

Most brands focus on churning out more ads... instead of making better ones.

Truth is, you don’t need dozens of ideas. You need a few great ones built on principles that work again and again.

That’s why every week, I’m breaking down 5 standout ads from my swipe file:

✅ Why they worked
✅ The key principle behind each
✅ How to apply it to your next campaign

Here’s this week’s batch:

1. Who Gives A Crap
Principle: Double down on your brand voice

Most brands water down their voice in ads. This doesn’t. It’s fun, bold, and unmistakably them.

→ Great creative isn’t neutral. Let your brand personality shine through.

2. Supply
Principle: Let customers sell for you

This ad is just a killer testimonial, nothing more needed. It speaks to results and longevity in the customer’s own words.

→ A great review, well-designed, can beat your best sales copy.

3. Dermalogica
Principle: Clarity converts

Ingredient + benefit. No fluff. No jargon. Just simple, visual clarity.

→ Always ask: Does this ad make the customer instantly know what’s in it for them?

4. Versed
Principle: Speak your customer’s language

“Vacation eyes” isn’t a generic claim, it’s a vivid image customers want. The ad ties that language to product benefits.

→ The closer your copy sounds to your customer, the higher your conversion rates.

5. Honeylove
Principle: Keep it human

Handwritten, raw, and instantly clear. This looks and feels like something real, not a polished ad. That’s why it works.

→ You don’t always need slick design. You need what gets noticed.

Save this, share it with your team, steal what works.

Better creative isn’t about luck.
It’s about learning what actually moves the needle.

Back with more next week.

Toby.

Our 30-Day Pilot lets you test our strategy, creative, and media buying… without locking into a long-term commitment.

We’ll plug into your account, audit what’s holding you back, and deploy new creative built to scale.

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