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

Well, here we are at the start of the fresh new year. Thank you to all who read this whimsical little newsletter in 2024. Please keep reading it in 2025 so that I can continue to base my self esteem on my open and click through rates. Hopefully this edition helps you do your marketing job better this week. Or not. 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 super sick competitor tracking tool.

Estimated read time: 2mins 12s

3 Banger Ad Breakdowns

STAX

Why it slaps: Clever gamification.
I love how cheeky and creative this is, plus so simple to execute for any marketers easing slowly into the new year. Gamifying a viewer’s interaction with an ad is such a clever engagement hack, and would also double as a great organic piece of content.
How you could adapt: Think about how you can create an on-screen game for the ad viewer.

Mous

Why it slaps: Compelling visual narrative
Word on the street is that HIGH PRODUCTION IS BACK and this little banger ad is a great example of how they’ve made the humble bag into the star of the show for this mini narrative. In a sea of paid-creative-sameness, this level of storytelling can be the emotional cut through brands need.
How you could adapt: Take the time to craft a higher fidelity product narrative that makes audiences FEEL something.

Pretty Litter

Why it slaps: Scroll stopping hook
Did this stop my scroll purely because I am a clinically insane cat person? Perhaps. HOWEVER, this is the result of a brand who knows their audience (clinically insane cat people) and how to hook them in based on their desires (to communicate with their cat). I also like that they’ve made the cat the main character vs. the usual owner speaking, great perspective shift.
How you could adapt: Shift the perspective. What is another character / figure who could speak on behalf of your product?

2 Brands to Follow

Bokksu

Why I’m Loving Them: Bokksu stands out in the crowded subscription box space by going beyond just "Japanese snacks" to create a genuine cultural connection. They’ve built their brand around the concept of authentic discovery - partnering with century-old family makers, featuring regional specialties, and providing deep cultural context for each item. Their genius lies in how they've elevated snacking into cultural storytelling, making each box feel less like a product delivery and more like a curated journey through Japan's culinary heritage.In a market where many food subscription boxes struggle with retention, Bokksu has created an educational and emotional connection that makes their service feel more valuable than just the sum of its snacks.

Thrive Causemetics

Why I’m loving them: While many beauty brands rely on glossy production and aspirational messaging, Thrive has leaned hard into authenticity through raw, lo-fi content that feels native to social feeds. Their genius lies in how they've managed to maintain a premium positioning while using content that feels completely unfiltered - like an everyday accessible luxury. Their vegan formulations are presented not as a compromise but as an enhancement to product performance, shifting the conversation from what their products lack to what they deliver. They also have a "Beauty with Purpose" giving model, which transforms every purchase into an act of impact, I love that they’re a purpose driven brand through and through.

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 - if this newsletter is ever the reason you book a demo with our team, mentioning that will help me in my lifelong desire for perfect attribution which I know is a total pipedream but hey a marketer can dream)

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