How to make podcast ads that aren't cringe.

Happy Monday! It’s that time of the week again where we break down 3 ad creatives that I’ve seen on my internet travels.

This week we’re covering:

• How to make converting podcast ads.

• The secret behind BOF sale creative.

• Making high production ads that are fun.

Before we get going, my ad creative agency Fraggell has 2 more spots left for brands looking to lower CPA and scale in 2025. If this sounds like you then

Click here to see if we’re a good fit.

ALOHA

👉 Watch in full here

We love podcast ads at Fraggell, and now that we have our new studio, they are easier than ever to make. This one we did for Aloha was a blast to shoot, and we actually filmed a load of other versions of this for testing, including a taste test of every flavour.

The key to any podcast ad is a great cast comfortable with improv. You want to arm them with all the information they need about the brand, and then the director prompts them on what they want to get from the video, and then the cast goes for it.

It really helped that the cast we hired here had worked together before on some of our other projects. They were already comfortable with each other and have a real friendship. Often, ‘banter’ like this can look fake on camera. But this one worked well.

Editing also plays a big part in ads like this - mixing lots of different framing with split screen and broll helps keep the pace up.

I found this image I took on set when we were filming this; it truly shows movie magic. Half a sofa and half a wall, but on camera it looks 10/10.

If you want ads like this made for your brand - Apply here to get me working directly on your account.

The Ridge

A lot of brands often get sales wrong. They do them too often, they don’t put a time limit on them, and the offer is trash. The Ridge, however, nails it. This static from their anniversary sale ticks all the boxes.

Number 1 - Scarsity. “Once-A-Year” they put a time limit on the offer. This offer won’t last forever and the opportunity only comes once a year. So if you’ve been on the fence about buying something from them, this might push you into a purchase.

Number 2 - Product Choice. The Ridge sells A LOT of products now, but their most popular are the wallets and the key rings. So they used an image of those products in the ad, because the chances are high that you're looking to buy one of these. BOF ads like this are all about helping people remember you.

Number 3 - Social/Product Proof. If a customer hasn’t purchased it by now, the chances are that one of the reasons is that they don’t trust you or the product. That’s why those four statements are so important under the headline.

Tick all these three boxes, and your ads will perform better. I promise.

TLDR:

• Use your social proof to help customers feel confident in their purchase.

• Don’t do sales all the time.

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Suri

👉 Watch in full here

I keep telling you, but storytelling creatives like this are the future of ad creative this year. It stands out on the feed because it’s not a trashy UGC video, and it holds the viewer's attention because the viewer wants to get to the end of the video.

These are the type of high-production videos that are performing right now. They take the performance creative techniques we learnt from the UGC days and apply them to good-looking videos like this.

We’ve been making tons of ads like this, so I saved this one to my swipe file for the team to use as inspiration.

Also, I'm a fan of big, bold text in the middle of the screen. This technique I saw all the time on organic Instagram seems to have now made its way to paid. It's great for attention-grabbing and holding rates!

TLDR:

• Use high production video in performance creative formats.

• Good text design helps separate your ad in the feed.

That’s all for this week's Nice Ads! Thanks for reading. If you want to learn more from me, check out my YouTube channel here for weekly videos.