Most ads just list features. The best ones tell a story.

This guide breaks down the Villain vs Hero framework we use at Fraggell to write ad scripts that consistently win on Meta and TikTok. You build up a villain (the problem, habit or old way of doing things), make your audience genuinely hate it, then your product swoops in as the hero.

What's inside:

• The 5-part script formula: Hook → Villain → Hero → Proof → CTA

• How to write hooks that grab the right attention, not just any attention

• How to find your villain and "twist the knife" without making things up

• The mirror method: turning every villain flaw into a hero fix

• How to use proof and objection-busting to drive conversions

• Real script breakdowns from Leaf Shave and Underbrush

• Writing rules that make scripts sound human, not like an ad

• A fill-in script template you can use straight away

• A ready-to-use AI prompt for Claude or ChatGPT

• A pre-send checklist so every script is ready to shoot

Who it's for:

Creative strategists, media buyers, video editors and DTC brand owners who want ads that sell.

Format: 11-page PDF, instant download.