Are your ads too pretty? Why 'ugly' won in 2023

Hey there ad enthusiasts! We're gliding through the final stretch of 2023, and the creative ad space is buzzing with some seriously cool stuff.

Before we start, thanks for tuning into AdCollection, a weekly newsletter and your go-to source for inspiration & insights into all things digital advertising.

If you’re new here, welcome 👋 

This week, we are spotlighting 3 “ugly ads” that made a splash. They all come in an uncomplicated format and are easily replicable, but most importantly, they all performed fantastically well.

Hopper

Let’s start with a static ad from Hopper. Sure, a bargain can attract some eyeballs. But here’s the twist: instead of some good old price-slashing visuals, this ad cleverly simulates an iMessage conversation.

It is almost as if you “accidentally” catch a glimpse of someone’s phone screen in your morning coffee line. (Hey, no judgment there, I swear everyone does it!).

At first glance, this looks “too easy”, but finding everyday relatable formats, that don’t require too much design work can be a scalable way to test messaging.. 

What do you think - is this first-person approach more engaging than traditional price-focused ads? Love it? Hate it? Wish you were it? 

MAËLYS Cosmetics

The festival season is a skip away, not that we are counting down the days when we get to chill…erm… I mean read.

Social media is buzzing with gift and cosmetic ads at the moment and it's hard to stand out.

But this one from MAËLYS Cosmetics pops and here's why: static ads with Post-its are currently crushing it and grabbing a lot of attention.

What to love about this ad?

• The clever blend of social proof (“TikTok says…”)

• An attractive “try before you buy” offer, and its visual contrast and appeal.

• The handwritten note & the integrated product are especially nice touches - they look authentic and relatable. 

Arrae Calm

The last ad we are bringing to you is from Arrae Calm. This ad hooks you right from the start and demonstrates how powerful it is when curiosity meets educational content.

Starting with a note in the backdrop (yep, that's the hot trend du jour), this creator charismatically spilled some beans on her symptoms.

It's like, problem, problem, and then - BAM! - here's a solution! The content is informative, and the delivery is engaging. If that is not a simple formula for success, what is? 

Bite-sized :  

• TikTok Shop restarts in Indonesia with a $840 million investment! 

• Instagram is testing a verified-only feed. What does it mean? 

• Get ready: TikTok's forecast for 2024 is here. 

That's it for this week! See you after the holidays.

Let us know what you think by replying to the email!