Hey internet friends - hope you’ve scrolled well today.

I must warn you that today’s Internet Ads Club edition contains an above-normal amount of Pete Davidson references. You will either love this, or hate this. Just please don’t unsubscribe. That would make me unimaginably sad. Anyway.

Here’s what I’ve dug up from the internet for you:
3 banger ad breakdowns (to save you from marketing mediocrity)
2 brands to follow (for when you’re tired of the usual suspects)
1 curated Ad Pack (that deserves more love than your ex)

You are about to get intel on ads from the internet’s largest ad library with super secret intel on brands tracked using our super sick competitor tracking tool.

Estimated read time: 2mins 11s

3 Banger Ad Breakdowns

Reformation

Why it slaps: Well timed, well executed celebrity partnership.
Reformation explains it best: “Pete Davidson, the go-to complement to beautiful and talented women everywhere, has officially partnered with Reformation, the other go-to complement to beautiful and talented women everywhere”. Not only is it a partnership made in heaven for this core piece of brand messaging (extra points for simultaneously hard launching Pete’s extensive tattoo removal), but Reformation have done an epic job of leveraging their Superbowl spot across social.
How you could adapt: Partner with Pete Davidson. I’m kidding. Think about how a strategic creator partnership can amplify a brand message in market.

HexClad

Why it slaps: Wonderful storyline.
It’s fun, it’s whacky, it’s wonderful, and most importantly the full ad features Pete Davidson (sorry). Pete aside, the world building around the narrative to amplify HexClad’s messaging around being an innovative, high performance piece of cookware is super clever. It’s also great example of how an entertaining, out of the box TV spot can also have its place on paid social!
How you could adapt: Build an immersive world around your product for a long form ad.

Carl’s Jnr

Why it slaps: Dual audience appeal.
This was a cutdown pulled from their SuperBowl spot - but aside from being another celebrity partnership (usual points around this being great for boosting reach etc) I think it’s clever as it works on 2 audience levels. It appeals to both a chronically online TikTok generation (ahem, me) who recognise Alix Earle and were able to follow the amplification on social, but also harks back to the “OG” SuperBowl bikini ads for that note of nostalgia that still works for older generations / audiences unfamiliar with Alix. Do I agree with the ethics of that latter point? Undecided.
How you could adapt: Ensure your creator partnership ads still stand strong even if audiences don’t recognise the creator!

2 Brands to Follow

Paire

Why I’m Loving Them: Paire has completely transformed the "basics" conversation from boring to brilliant. While most brands were busy making underwear either super sexy or purely functional, Paire swooped in with a genius pitch on Shark Tank by proving basics could be both high-performance and luxurious. They took the tech usually reserved for expensive workout gear - moisture-wicking, breathable fabric, anti-odor properties - and applied it to everyday underwear and clothing. But here's the really clever bit: instead of screaming about the tech specs like a sports brand, they're packaging it all in this beautifully minimalist, aesthetically pleasing way that makes you forget you're buying performance wear. It's like they're saying "yeah, it's got all the bells and whistles of athletic wear, but make it chic."

Eight Sleep

Why I’m loving them: Eight Sleep represents the intersection of deep scientific research and thoughtful consumer technology. They’ve leveraged a focus on being science backed in everything they do - from publishing their own sleep research to developing proprietary algorithms that adjust temperature throughout different sleep cycles based on these studies. What's particularly impressive is how they've transformed complex sleep science into an intuitive consumer experience that is backed by clever marketing execution and premium visuals. The brand has successfully positioned sleep optimization as a cornerstone of personal performance, attracting both elite athletes and technology enthusiasts (read: tech bros and gals). Maybe I can start an Internet Ads Club fundraiser for my Eight Sleep bed because I think about buying one atleast once a month.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month. I’m in NYC at the moment and I’m very cold so thought I’d put together some winter themed ads for you. Sorry to the Australians in the sweltering heat.

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(P.S - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me convince my CEO that I should get a bonus roughly priced at the cost of an Eight Sleep bed.)

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