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

Ordered my regular morning coffee and said 'you too' when the barista told me to enjoy my coffee. It's been three days and I'm still thinking about it. I may never live this down I fear. 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)

Ads sourced from the internet’s largest ad library with brands tracked using our epic competitor tracking tool.

Estimated read time: 2mins 32s

3 Banger Ad Breakdowns

Summer Fridays

Why it slaps: Turns a stat into a FOMO story.
I read a LinkedIn post that the Summer Fridays butter balm was the second most purchased product on Shopify this BFCM (don’t quote me I have not fully fact checked this). It's hard to ignore the implicit "join the club" message when you realise two more people probably bought one while you were reading this sentence. Super effective. And great to show the scent range.
How you could adapt: Do you have any stats about your best sellers that are worth shouting about? eg. A customer joins our loyalty program every minute" or "We ship to a new country every week”.

Stronger

Why it slaps: Visual hook that makes the sales offer fun to watch.
Okay this is just chef's kiss scroll-stopping content. The iPhone lineup creates this perfect "wait for it..." moment, while somehow making a sales message feel like you're in on a fun secret rather than being marketed to. In a feed stuffed with "BIGGEST SALE EVER!!!" content that we've all gone numb to, this is like the marketing equivalent of bringing snacks to the party.
How you could adapt: STEAL THE IDEA FOR YOURSELF GUYS DO IT DO IT DO IT

Subtl Beauty

Why it slaps: Native storytelling done right.
Not only is this concept super easy to execute but it’s an effective way to breathe new life into old footage. Got an unboxing or a UGC product demo video lying around? Have a quick message exchange at the beginning and then add the footage on the end. Easy peasy.
How you could adapt: Come up with your own text exchanges to go before a product video.

2 Brands to Follow

Brooklinen

Why I’m Loving Them: Brooklinen's success stems from their ability to turn a traditionally boring category into an alluring lifestyle choice. They've created a new market segment of "accessible luxury bedding" by challenging the traditional retail markup model while maintaining premium quality. Their marketing brilliantly weaves leans into 2 key value props: the technical superiority of their products (focusing on long-staple cotton and thread count education), the emotional benefits of better sleep. Their sheet sets were also some of the most shopped BFCM deals on Shopify!

Allkinds

Why I’m loving them: Allkinds represents a masterclass in building a brand for the next generation of consumers. Unlike traditional personal care brands that often "age down" adult products, Allkinds has built their brand from the ground up for tweens, understanding that this demographic has fundamentally different relationships with brands than previous generations. Their formulation strategy cleverly bridges the gap between what kids want (fun, sensorial experiences, great scents) and what parents need (clean ingredients, appropriate formulations). They've created a new category of "age-appropriate self-care" that respects their audience's sophistication while acknowledging their youth.

1 Curated Ad Pack

You made it.
Here is a sweet little internet treat to help you make better little internet ads this month.

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(P.S - do a fellow marketer a favour: if this newsletter is the reason you book a call, mentioning that will help me win my ongoing battle of "why we should keep letting Maddie write whatever she wants on Thursdays" with my boss)

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