The Ad Line - No idea what's going on here
It's time for the ad line. This week we take a look at ads that are thinking outside the box. Literally.
You’re here. We made it.
If you’re new here, welcome to the regular ad deep dive I put together. It’s less about the social media landscape (hello social line) more about ads that have caught my eye and how you can use the same techniques in your own ads.
Let’s go.
Tired of all the Black Friday ads yet? Me too. It’s overwhelming and the sense of urgency created to spend money is high. As part of this drop, I thought about two approaches. I could give you a breakdown of the most flashy, 50% off, must buy this RIGHT NOW kind of ads, or, I could pick out three which weren’t quite as in your face but stopped me mid-scroll. There are other ads running at this time of year - promise.
No idea what’s going on here. Do you?
What’s going on here?
Okay, let’s talk about this Count ad. First off, we open on a woman in a bold blue suit doing interpretive dance in a field. Casual. As you do.
She’s in front a whiteboard, but there’s no logic to what’s happening. It’s chaotic. It’s weird. I LOVE IT.
Then, just as you’re thinking, “What am I even watching?” the ad flips. Boom. Count’s four key features (budgeting, saving, investing, and cash management) appear, and suddenly the madness has a purpose.
The caption leans into the confusion: "No idea what’s going on here? Same. But when it comes to your finances, we’ve got it sorted." It’s cheeky, playful, and right on tone for Instagram.
Here’s why it works:
It grabs your attention. A suit-wearing, dancing woman in a field? You’re not scrolling past that.
It balances chaos with clarity. The ad reels you in with random weirdness but doesn’t leave you hanging. The switch to practical value is quick and satisfying.
It makes finance fun. That’s not easy! But the mix of humour and reassurance makes Count seem approachable and trustworthy.
Could it be better? Sure. The randomness might lose some viewers before the benefits kick in. People do scroll away quickly. A smoother transition between the chaos and the “here’s why this matters” moment could tighten things up.
Takeaway for your ads? Be weird. Quirky works. But make sure you’ve got the substance to back it up.
Play mindfully.
This Opal ad kicks off with a striking declaration: “Social media is dead,” instantly grabbing attention. But rather than just leaving it at that, the ad introduces the concept of social media as a game.
A game where you keep chasing more, bigger, and better until you burn out. The visuals start with Bella Porch, instantly tapping into viral culture, and then transition to Casey Neistat and other recognisable creators, setting the stage for the “game” analogy.
The on-screen text cleverly primes the audience with video game-like subtitles before diving into the “Great Online RPG” concept. The quick cuts between gaming footage, in-game currency, and social media “currency” (likes, comments, followers) hammer home the metaphor. The sounds - chiming transaction noises and the chaotic rush of “leveling up” through social media - keep things immersive, almost like a casino experience.
Where the ad stands out is in how it flips the narrative. Opal isn't just presenting a critique of social media. It’s offering a solution. “Play mindfully” is a simple but powerful message. Instead of getting lost in the unending loop of validation-seeking, Opal encourages you to take control by blocking distractions, reducing screen time, and focusing on what matters. The ad suggests that you don’t need to “beat” the game.
You can opt out of the cycle altogether.
The production quality is exceptional, with high-energy visuals and storytelling. The use of recognisable figures like Bella Porch and Casey Neistat anchors it in the pop culture conversation, making the ad feel highly relevant.
However, the spammy comments (“Nice ad”) undercut the authenticity a bit. It’s a small detail, but worth noting.
In conclusion: The ad does a fantastic job of storytelling using humour, pop culture references, and a unique “game” metaphor to drive home its message. Opal doesn’t just critique the chaos of social media, it offers a concrete solution, wrapped in an engaging, fast-paced format.
It’s a strong reminder of how we can all be more mindful of our time and take back control.
This ad converted me.
Lively's carousel ad does a great job of connecting with viewers, and it's a great mix of simplicity and value. Here's the breakdown:
1. It feels like a friend talking to you: The shots in each slide of the carousel are casual and filmed on a phone, so it feels natural, like scrolling through your bestie’s TikTok or IG story. It's relatable, and that connection is instant.
2. Value first, always: The "Eat, Move, Do" tips aren’t just catchy, they’re really useful. The ad doesn’t push the app too hard upfront but gives people something practical. It’s educational without being too intense. Even if you didn’t download the app you can action this advice straight away.
3. Visuals that match the mood: The way they match each cycle phase to beautiful, seasonal footage is clever. From a winter cityscape for menstruation to golden hour by the lake for ovulation, it feels effortless yet impactful.
4. Keeps you curious: By the time you get to the final slide, they’ve given enough useful info to hook you, but still leave you wanting more. You’re encouraged to download the app and join 700,000 other girls benefiting from it.
I think I might be 700,001 after watching and analysing this ad haha.
Key takeaways:
Authenticity wins: You don’t need a huge budget or perfectly polished content to connect.
Lead with value: Give people helpful, actionable advice before asking them to download the app.
Use visuals to enhance the message: It’s all about matching the vibe to the cycle phase.
Build curiosity: Give just enough to get people hooked and wanting more.
At the end of the day, this ad is proof that even simple, DIY-style content can pack a punch if it’s thoughtful and well-executed. It’s not just about pretty visuals, it’s about offering real value to the audience, and Lively nails that.
And that’s that.
I hope you enjoyed the Ad Drop, and will stick around for future editions. To help support the time it takes me to create these, please subscribe!