Welcome back to Nice Ads. This week we are going to be talking about

If you are already planning Q1 creative and unsure how to manage volume and diversity, click here to find out how to work with me.

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A lot of the time, when I suggest founder ads to brands, they wince a little, mostly because they're too scared to go on camera or know their founder won't be keen on the idea. I've worked with both types of brands, and you can't ignore that founder ads can quickly become the best-performing format in your account if you just let them.

One great way that we found to get around that is by telling the founder story via a third party. That can either be a nameless voiceover, like in this example that we made, or it can be another member of staff that's more confident about being on camera. The idea behind both of these is just to help people understand where the brand has been and where it's going and to help humanise the brand as a whole.

Most of the time, people just see a product on the screen and so don't feel any emotion toward it. The second you put a face to the brand or a story to it, it becomes a bit more relatable.

Before you completely write off the idea of founder ads because you don't want to get on camera, just remember that there are plenty of options. Another one that we use quite a lot is just voiceover. Until you build up your confidence filming yourself, just record a voice memo.

Because once you see the results that founder ads can have, you'll very quickly become more confident on camera

If you want fantastic founder ads that actually move the needle, I'd love to have a conversation with you. Apply to work with us here.

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By now, you old guys should all know how important education is for top-of-the-funnel creative. Not only does it help educate problem-unaware customers, but it also helps educate solution-aware customers. This example here is such an easy app to replicate for pretty much any brand. I normally call this script format "hero versus villain." You're placing your brand and your product as the hero against the industry's villain, which in this example is sugar.

By nature, people like to have someone to root for in any story, and that's no different in your ads. If you can position yourself as the hero, you can help educate your customer about who the villain is.

I also really love the style of this creative. It feels very UGC and authentic, but at the same time is still kind of high-production, mostly down to the editing and the care and attention they've taken with B-roll. I think this is definitely the direction a lot of UGC is heading, and I will definitely see more of it in the new year. The secret to this type of creativity is either to film yourself in-house so you have full control or to find a really good creator who is confident they can make this style of ad. Either way, the script is super important.

One of my favourite ways to learn how to write new styles of scripts is to download the transcripts of one I really like, use AI to dissect the framework, and then try writing to that framework yourself. Why not give it a go with this example?

TLDR:

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Here are 4 ways I can help you 👇

This is a static ad that we recently made entirely with AI, and I want to talk about the system that I've been using because static ads have come a long way with AI. When you finally crack it, scaling becomes incredibly easy.

I've been using a tool by Motion called Runneth. Just to be completely transparent, we are a Motion partner, but that doesn't change the fact that this tool is amazing.

It's full AI that sits inside your Slack, which your whole team has access to, and has your complete company knowledge, etc. One thing they have been building is really strong skills in generating AI images. Because it has access to your data and all your research, it does a really good job on the first go at making great static ads.

I actually have it set up on a schedule, so every Monday it delivers a set of five static ads for each brand we work with. I can then go through and choose to send them to the brand if I want to.

Think of this: if you are the brand using this tool, you can get weekly static ads delivered to your Slack for you to make live. It just makes your life so much easier when it comes to ad creative. There are a couple of tools similar to Runa out there but this is the only one that I have experience with. I think this is the future of AI: being where you need it and having all the knowledge that an employee would have.

TLDR:

That's all for this week's newsletter. Appreciate you taking the time. I've got a brand new video out all about Black Friday. You can watch that here, and I'll see you in the next one.

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