How to Achieve Creative Diversity

Welcome back to Nice Ads! Another week means I’ll show you the creative strategy behind another three ads.

This week, we’re talking about;

• Creative diversity and how to achieve it

• How to advertise an expensive product

• Why simple ads always win

Let’s get started

Freewill

We recently finished a massive batch of creatives for a new haircare brand, Freewill—a really diverse mix of high-production lifestyle videos, studio content, and UGC.

The more brands I speak with, the more I notice how crucial creative diversity is and will continue to be in Q4 and 2025. So, how can high-production ads help? The simple answer is that everyone likes different media styles. Some enjoy ads that look like… ads, while others prefer a raw TikTok-style UGC. So, if you only ever make one style, you are missing out on a huge pool of potential customers.

Ads like this example we made for Freewill will fit a demographic that might not have been interested in the brand before.

High-production ads like this aren’t as easy to produce as UGC. To give you an idea, we had three shoot days on location for Freewill in July to make this content, but the results were well worth it.

If you want to know more about high-production ads and their effect on your account, I’m doing an entire talk and Q&A about it this week; you can get free tickets here.

TLDR:

• Everyone wants something different

• UGC isn’t always the winner

👉 Watch in full here

K9 Vitality

What’s the most popular reason you get for someone not purchasing your product? I’m guessing a lot of you will say price. It’s an objection many brands get, often because there are cheaper versions of the products on the market. So what do you do?

You do what K9 Vitality have done. Face it head-on.

I’ve seen other brands like AG1 run similar creative. But the idea is to explain WHY your product costs what it costs. If you can explain your price tag well enough, people will understand, and it could lead to a purchase.

Ads like this only work if the copy is smart; this example succeeds in that department. Every reason they give for the high price sets the brand up as one that cares for the customer and their furry friends.

If your product is pricey, make more ads like this.

TLDR;

• Face price objections head-on

• If your product is good, tell them why it’s good!

Looking for more?

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Skinny Rx

Your ad creative doesn’t always need to be a masterpiece. Sometimes, it just needs to show the result of using your product. This weight loss ad does just that.

You can tell someone you’ve lost X pounds, but that’s just a number too many people. What sells it is a visual representation. Remember those Weight Watcher ads from the '90s with the woman wearing her old jeans that were about a million sizes too big now? That’s the vibe this creative gives. Showing someone a visual of how much weight has been lost.

This ad could have easily been a two-minute testimonial about how the product changed her life, but instead, she just gives all the information we need: how long it’s been and then visually shows how much she lost. Done. Nothing else is needed because if you want the product already, then this video will sell you.

Don’t overthink your ads - Keep it simple.

TLDR:

• Simple ads almost always win

• Don’t say it; SHOW IT!

👉 Watch in full here

Well, that’s all for this week's Nice Ads. It’s been a pleasure, as always. This week, I posted a new YouTube video breaking down my process for endless creative ideas. Give it a watch.

I’ll see you next week ✌️