Welcome back to a new edition of Nice Ads. This week we're going to be covering

If you're new here, then you might not know that my agency Fraggell can help lower your CPA by an average of 20% with our performance ad creative. You can apply to work with us by clicking here.

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Let's talk about street interviews. How do you do them well, and where do most brands mess up?

This is a street interview video that we did for the golf clothing brand, Sunday Swagger. The idea behind this was to have a couple of variations based on different questions the street interviewer could ask to elicit a good reaction from people.

This is the key thing where most people go wrong with street interviews. They blindly go out and ask people, "What do you think about this product?" 90% of the time, the reaction you get is not worthy of being in an ad. Instead, what you need to do is go out with a core idea of what you want the video to be. For example, "Can you rate this shirt out of 10?" This allows you to get organic, quick interactions that they can then turn into something bigger to help build out the ad.

From our experience, doing this in the States often yields better results than doing it in the UK. I think the reason for this is, unfortunately, that people in England just don't like being approached on the street, and we are often more introverted than extroverted, whereas this is quite the opposite in the US.

This isn't to say that you can't do street interviews if you're a UK brand. I just think that you often need to try much harder, and your on-camera talent needs to be much better at pushing people for an answer than in the US.

This is becoming a more popular format that we do here at Fraggell, and it just helps add to the creative diversity in the account. So if you do want something similar, then apply to work with us here.

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Scaremongering. It's what politicians use to make us vote a certain way, and it's what you, as an advertiser, can do to make people buy your product. This ad from Manly is a perfect example of how you can use that technique to both educate a potential customer about your product and persuade them to buy.

When you make ads like this, you do need to be careful not to end up in legal trouble for calling brands out directly. Also, you need to do a bit of research so that your claims are actually factual - for example, saying "most of these brands are legal in Europe" is a fact, but one that hits the target customer really hard, because the chances are if someone has been delivered this ad, they're already sceptical about what's in their shower products. A claim like this will really hook people in.

It's all about picking a villain, listing the things that they're doing wrong, and then comparing them to what you're doing right. Back it up with as many factual claims as possible to help people see that you are the only option in the industry.

One thing that this ad also does very well is the location. They've picked a store somewhere where people often shop for this type of product. Hearing someone call out the brands in that location that feels familiar does a much better job at connecting to the customer than it would do if they were just in that living room.

There's so much more to this ad that makes it so brilliant. One of them is the persona that they go after. I would really suggest you watch this ad in full and try to break it down yourself as to why it's probably a top performer.

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I've said this time and time again, but your statics do not need to be complicated or over-designed. Often enough, the simplest, organic-looking stuff performs best.

And this side is a great example of that. It's literally an image with a text overlay that looks like it was made in Canva. But because the copy connects with the target demographic, the format doesn't really matter.

Static ads are just trying to find the most efficient way to get your message in front of your customer. If that is text on a white background with a relevant image behind it, then that's what it is. You could even conduct a bit of creative testing with an ad like this. Take the same copy, try it in a more heavily designed ad and see what works.

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That's all for this week's nice ads. I appreciate you sticking around and giving it a read. If you enjoyed it, make sure you forward it to a colleague.

If you have a spare 10 minutes, then it might be worth watching my newest YouTube video, which is all about one AI creative tool that my entire team uses.

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