🥱 Boring ads
With strong pattern interrupts
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On platforms built for fast cuts and loud hooks, doing the opposite is a strong pattern interrupt.
Opal does it nicely in this ad:
Ironically, a low-energy opener can be better at grabbing attention than one that’s trying too hard.
Here’s another example of this:
This ad aired during the 2024 election on CNN and ABC and drove a big spike in social mentions for the brand.
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📢 Ad Pick
Vote for the ad you want us to tear down next week by clicking on the option you want to see.
Option #1: This ad uses a lo-fi aesthetic to draw immediate eye focus.
Option #2: This ad borrows visual authority to reframe how prospects see their product.
Opal and Calm used ‘boring’ openers to catch your attention.
This next ad, however, uses a somewhat similar technique to make its claims a heck of a lot more believable.
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