Why scripts matter more than production value

Welcome back to Nice Ads. This week, we have three more ads to break down and show you how you can replicate their success.

This week we're gonna be talking about:

• Why improvisation is important when working with the UGC creators.

• A quick tip to make the most out of winning scripts

• How fancy dress can improve your ads.

This is just a quick reminder that if you want to lower your CPA by 30%, the best way to do that is with ad creative made by my agency, Fraggell. We have two more spots available for our new tariff relief package—click here to see if you qualify and get a free video in your first month.

Smoosh

👉 Watch in full here

I love this ad that we made for Smoosh. It's fast and to the point and will definitely make you smile. This just proves how important it is to hire creators with great personalities. Even though sometimes it takes a little bit longer to find those people, when you do, the results speak for themselves.

This ad currently has a 13% lower CPA than others in the account and a solid 35% hook rate—great signs of an early potential winner.

A lot of this ad ended up being unscripted, even though we sent them a script in a short list. They played around with the format and gave us a couple of different takes so that we could pick the best ones.

And I think that's something that you need to ensure next time that you work with the creator. Make sure you get what you need, but allow the creator to improvise and be themselves. This can often be a great variation for you to test your script versus the creator’s improvisation.

We've been very lucky to work in this industry for a long time and make some great connections with very talented actors and UGC creators, making work like this very easy to create.

If you happen to be spending over 60K on ads and need some help with your ad creative, Apply to work with us here.

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Javvy Coffee

👉 Watch in full here

I was doing a little deep dive on Javvy Coffee's creative strategy this week preparing for a thread which is going live on my Twitter next week, and I found this gem.

Although the camera work makes me feel dizzy, I think the messaging and format is perfect for their target customer.

By the looks of it, this was filmed by brand employees since I've seen a similar location multiple times in the other account, and the big neon sign of their logo kind of gives it away.

I've said this before, but if you're a brand with employees, then you have free UGC creators. Ask around the office and see who’s comfortable getting on camera and making some videos.

With that in mind, one clever thing they've done is test the same script and video with another creator. I often advise people to do this if they find a winning script; it's a great way to find more than one winner without doing much more work.

If you click here, you can also see the other version of the ad.

I always say the script is the most important thing with any creative, and if you can find a winning script, then you've just discovered a way to print money.

Too many people focus on media buying hacks a lot enough on script writing.

TLDR:

• The script is the most important thing

• Your employees are free UGC creators

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NOBL

👉 Watch in full here

I absolutely love the hook of this video. Why? Because it utilises the idea of an expert as social proof.

Who do you trust more than a TSA agent when it comes to which bag will keep your belongings safer? No one.

And the brand knows that, so they’ve decided to dress up an actor as a TSA agent. It doesn't take much: the right colour shirt, some gloves, and a name badge and suddenly you have a trustworthy source

It sounds too simple to work, but that's almost the beauty of it.

We do this quite a lot in the medical space; just putting someone in scrubs does wonders.

You'd be surprised how often a cheap fancy dress costume has produced a winning ad for our clients.

In fact, this entire ad is very heavy social proof. Right after the hook, they mention how it was voted one of the best travel bags by The New York Times. At the end of the day, whatever you can do to make the customer feel more confident in their purchase is one step closer to the sale

TLDR:

• Fancy dress can produce winning ads

• Social proof is the secret to success

That's all for this week. Nice ad. I appreciate the time you’ve given me and continue to give. If you think someone else on your team will love it, be sure to forward it to them.

In other news, I posted a new YouTube video this week outlining my exact process for making ads with AI. You can watch it here.

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