How we're making ads people want to watch

Welcome back to another issue of nice ads. This week, all the ads you'll see are made by my team at Fraggell. I'll give you a look behind the scenes at how we made them and the results they got for our clients.

You're also gonna learn:

• The power of Mini-VSL’s

• How to make great mixed-media ads

• The recipe for fake podcast ads

If you like what you see in today's newsletter and fancy lowering your CPA by an average of 30% then click here and work with us.

Leaf Shave

👉 Watch in full here

We made this ad because we've seen success with this style of format for the brand in the past and we wanted to build off that.

Mini VSL ads that follow this villain and hero storyline have proven to work wonders for brands like Leaf that challenge the norm when it comes to how we do something, such as shaving. They allow us to educate the customer before even hitting the landing page.

This video combines high-production content that we filmed in our studio with UGC footage from our creators and the brand's archive. This mixed-media approach to ad creative has been proving a real success across our portfolio.

If you watch the video in full, you will also notice that we found a fantastic voice-over artist who was able to bring our script to life.

At first, we used an AI Voice-over; however, after a couple of drafts, we noticed that it was holding the video back, so we hired a real voice for this, and I think it really helped the video come together.

AI voice-overs are great for mashup material where the content is throwaway; however, when it comes to net-new concepts like this, I'm a big believer in using real talent.

TLDR:

• Just because everyone else is using AI voices doesn't mean that you have to

• Mixed media ad creatives are crushing it.

The Black Stuff

👉 Watch in full here

This video is currently a top performer in the brand's account, and if you watch it in full, you can understand why.

The Black Stuff is a brand built around community. Its founder, John, is a real character who often stars in many of our ads.

This is because they normally perform better than anything else. Because the brand is built around its Irish heritage - John's Irish heritage helps people feel more confident that they're in safe hands.

We scripted this video, sent the brief to John, and paired it with some footage that we shot in our studio and they filmed in their warehouse. We put together this fantastic ad.

I really love the work we're currently doing for Black Stuff. It stands out in a feed full of fake UGC and AI static ads, which is why the brand is growing so rapidly.

At the end of the day, why reinvent the wheel? If something is working, keep doing it, just make it better.

TLDR:

• Lean into what is working already.

• Get experimental with your format

Looking for more?

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• 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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Kolkata Chai

👉 Watch in full here

I love making fake podcast ads. They're so fun to film, and you can walk away with an absolute ton of material to use.

That's precisely what we did for this video. This is just one of a couple of variations we made for Kolkata Chai.

The idea was to challenge what people think about Chai. Most peoples minds go directly to coffee shop sugary Chai syrup, when that isn't anything like what chai really is. We thought the best way to educate people on this was the podcast format.

So we hired a couple of great actors. Built a set in our studio and got to work creating these ads.

What we've often found is that podcasts often succeed when they fall into one of these two categories:

• A host quizzing an expert

• A group of friends discussing a product that they love

This is because you want a clear direction and goal for the video and, ultimately, the conversation. You want some narrative and an end goal for the video. We usually find that the expert angle works best, but it depends on your product and the idea you want to sell.

It's perfect for adding some diversity to your ad account and ensuring that you're making content that people actually want to watch.

TLDR:

• Podcast ads work best with a set structure

• The better the actor, the better the ad

Every ad in today's issue was made by my performance creative agency, Fraggell. If you spend upwards of 70k on your ads, you'd be the perfect fit to work with us, AND if you apply today, you'll get 20% off your first month - Click here.

Thanks, as always, for reading today's email. I'll see you at the same time next week.

✌️