029: 🚀 Ads that scale

Hello, you lovely Creatives! We’re back after a brief hiatus!

Welcome to Volume 2️⃣9️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

We’re going to go over an ad with you like usual and give you some great takeaways where you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show.

Ridge’s Ad

What’s working ❤️‍🔥:

• Visual Comparison Strategy: The ad's side-by-side imagery of a worn traditional leather wallet versus a new-looking Ridge wallet utilizes a powerful visual strategy to communicate the longevity and superior aging of Ridge products. This stark visual contrast is effective in immediately drawing the customer's attention and presenting Ridge as a high-quality alternative to traditional wallet options.

• Minimalistic Design: The ad's design is refreshingly uncluttered, which allows for quick information processing and reinforces the product's simplicity and elegance 👊. The absence of superfluous elements ensures the message is not lost in the design and that the focus remains firmly on the product comparison.

• Strategic Messaging: The succinct tagline effectively leverages the concept of aging — a common concern for consumers regarding leather goods — positioning the Ridge wallet as a product that defies this common problem - so good. This strategic messaging taps into the consumer's desire for products that offer long-term value.

• Effective Call to Action: The command "Make the switch." serves as a compelling CTA. It is placed strategically at the bottom of the ad, serving as the final takeaway after the visuals and copy have been absorbed. This placement, along with the imperative mood of the text, encourages immediate consumer response.

What could be better 🔨:

• Feature Highlighting: The current ad design centers on the durability of the Ridge wallet but fails to mention other distinctive features that may be equally important in influencing consumer decisions. For example, the ad could benefit from including icons or a brief list of other attributes such as wallet capacity, RFID-blocking capabilities, or the variety of materials and colors available.

• Aesthetic and Practical Balance: The ad's focus on the aesthetic aspect of durability could be complemented by showcasing the practical benefits of the wallet. Adding images or annotations highlighting the wallet in use, showing its slim profile in a pocket, or its ease of access to cards and cash could provide a more holistic view of the wallet's advantages.

• Comparative Fairness: The current comparison could be perceived as biased since it only shows a traditional wallet in a worn state. To address this, the ad could include imagery of a new leather wallet alongside the Ridge wallet, then fast-forward to show how each ages after extended use. This would create a more balanced and fair comparison and strengthen the argument for the Ridge wallet's durability.

• Diversity in Use Cases: To further engage potential customers, the ad could depict the Ridge wallet in various real-life scenarios, demonstrating its functionality and appeal to different lifestyles. Imagery could include the wallet being used by professionals in an office setting, by adventurers in rugged conditions, or by minimalists who prefer sleek, efficient accessories.

What to do📈:

• Incorporate a Features Section: Add a section in the ad that briefly details the wallet's key features using visually appealing icons and succinct text. This can be placed alongside the product or at the bottom as a footnote to the main visual comparison.

• Use Lifestyle Imagery: Introduce images of the wallet in use by diverse characters to depict how the Ridge wallet seamlessly integrates into various lifestyles and use cases. This can be represented by a series of smaller images or a single lifestyle shot that encapsulates the product's versatility.

• Showcase a Fair Comparison Over Time: Consider creating a time-lapse visual or a series of images that show how both the Ridge wallet and a traditional wallet age over time, starting from their purchase. This will offer a fair and transparent comparison of the product's longevity.

• Customer Testimonial Highlight: Integrate a customer testimonial or a highlight from a product review that speaks to the wallet's performance and customer satisfaction over time. Place this alongside the visual comparison to serve as social proof and reinforce the ad's message
  

Make Better Ads, Faster with Creative OS.

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!