Do your ads tell a story?

Estimated reading time: 3 minutes, 46 seconds.

Author

Fraser Cottrell
February 24, 2025

Hey all! The final Monday in February is here. Let’s break down some ad creatives.

This week we’re covering:

  • Making high-production ads that convert

  • Statics that tell a story

  • Street interviews that feel organic.

If you're new here, you might not know I run a performance creative agency called Fraggell. We help brands JUST LIKE YOURS lower CPA by an average of 30%. If your heading in March with no clear idea of how you can scale. We should chat.

Vibe

We’ve been working with Vibe for a couple of years, and in that time, we’ve crafted a style that kills it for them.

All the creative we make for them is often high production and shows their target persona interacting and working on the board. This helps the viewer understand how the product fits into their working environment.

We go with high production because this is a B2B high-ticket product, so we need to show the brand in the best possible light - The shoots often take place on location, and we try to film as much as possible in one day.

The key is to build a story that helps guide the video. Even if that story isn’t clear to the viewer, it still helps us in production along with the talent when on set.

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Loop

I’ve been tweeting a lot of late about how brands should try to integrate stories into all their ad creatives, and I’m often sent questions asking how do you tell a story with a static.

So when I found this image from Loops, I knew I had to share it.

At first glance, you might not understand how this static ad has a story. But look closer.

“How I saved my sanity from daily noise”, followed by a product picture.

You are telling the customer how life used to be before Loops and the problems the customer faced and then showing the solution. It’s simply storytelling. But when implemented, it makes such a difference.

Think of it this way - If the headline were “Stop the daily noise”, it wouldn’t have the same impact. It would be lacklustre. So, adding that little hint of narrative helps you connect to the customer on a deeper level.

TLDR:

  • Adding storytelling to all your ads is the secret to creative success.

  • Write your copy and then rewrite it with a narrative behind it.

Looking for more?

Here are 4 ways I can help you 👇

  • Fraggell - Looking for ads that turn scrollers into customers? My performance ad creative agency has delivered high-convert ads to brands like ALOHA, Chomps, and Nailboo… It’s worth your time to apply today to see if you're a good fit.

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Birddogs

Street interviews are the hot ad creative everyone wants to make. And if done right, can perform really well. So why am I sharing this one with you?

Because it’s better than all the others.

The angle of ‘Finding the CEO on the street’ is a great way to promote the product organically. It allows you to talk about the product directly without hiding its bias.

Because why wouldn’t the CEO want to chat about how amazing their product is?

Often, these fake street interview videos are based on stumbling across some random person who happens to know everything about a product they are wearing. It feels fake - But this one? I can see it being a real organic video.

TLDR:

  • Make street interview videos FEEL REAL and believable

  • Use your CEO in more marketing.

Thats all for this weeks Nice Ads - Thanks for reading! I’ve got a couple of YouTube videos for you to watch if you have some spare time.

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