Think you’ve seen it all in YouTube ads? Think again!
2023 brought us a lineup of ads that turned heads and broke records.
From the art of the absurd to the tactic of storytelling, we reveal ads that made millions stop, watch, and wonder.
Get ready to explore ads that didn’t just bend the rules – they rewrote them!
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1️⃣ Forget cucumbers - spoons are the new eye therapy!
The number of views: 33.8M
Have you ever been drawn to something simply because it was different or unusual? That’s the beauty of it – it’s so bizarre you can’t help but watch, much like seeing a goat in pajamas. It’s not just about being weird for the sake of it; it’s about creating a moment that sticks in your mind, making you want to find out more.
Note the visual opening: a man placing a spoon on his eye and tapping with another spoon. It’s the kind of thing that makes you think, “What in the world is going on here?” and that’s exactly the point. It’s odd, it’s unexpected, and it makes you wonder. There we are, you’re curious, you want to know more, right?
Now, about the problem they’re solving – it’s like saying, ‘Hey, are you tired of bumping into furniture or mistaking your cat for a hat? We’ve got just the thing for you!’
Then, there’s the simplicity of the solution. A seven-second ritual to better vision? We all want that quick fix, that easy button. The use of testimonials for social proof is another key aspect. When you hear about “70-year-old patients” experiencing improvements, doesn’t it make the solution more relatable and believable?
So, what do you think? How does this ad make you feel? Does the opening visual stick in your mind? How does the rest of the ad build on that initial curiosity? As you ponder these questions, you’ll start to see why this ad is so effective.
2️⃣ Groundbreaking power: Literally!
The number of views: 6.6 M
The ad starts with a claim that you can generate power from the ground beneath you. It’s like saying you can make lemonade without lemons – sounds crazy, right? But that’s what hooks you. Proceeding with, “Do not buy solar panels or any other energy alternative until you hear about this,” challenges what you know and makes you curious about this new option. That’s a bold statement. You’re skeptical, but boy, are you curious! It’s the promise of a revolutionary solution to a common problem.
And the presenter – feels like he’s looking right at you, giving this friendly tip as if he’s your neighbor leaning over the fence saying, “Psst, want to know a secret?” It’s personal, engaging, and a bit like getting insider tips from a friend – you’re all ears!
Finally, the call to action – It’s straightforward, “Come on, I’ll show you.”
So, what makes this ad work? It’s like a friend telling you a secret, a solution to a problem you didn’t know you had, and an opportunity you just can’t miss. It’s part mystery, part revelation, and entirely engaging
3️⃣ Hearing's secret: Just a spoon away!
The number of views: 10M
We’re hardwired to notice things that don’t fit the norm – like a duck in a suit. Here we have: a man holding a spoon under his ear and tapping it with another spoon. Just like in the first ad analyzed, another curiosity hook. This kind of oddity is like a magnet for our attention.
Mentioning hearing impairments in connection with the brain taps into the fear of the unknown. The brain is a complex organ, and suggesting that hearing issues come from the brain can make the problem seems more serious. This kind of messaging plays into the scarcity principle by implying that common solutions (like hearing aids) might not be addressing the real issue. This approach cleverly shifts the focus from just another product to a potentially overlooked aspect of personal health.
In this ad, they cleverly twist from talking about the complexity of the brain to offering a simple, 10-second solution. Interesting how this shift creates a surprising contrast.
Aside from the catchy spoon-tapping intro, the rest of the ad employs simple b-roll footage.
This approach makes the ad more relatable to a wide audience as it transitions from eye-catching spoon-tapping to less distracting visuals. This allows the message of the ad, particularly the easy and effective solution it offers, to be the main focus. The b-roll footage effectively supports the narrative without overpowering the key message, ensuring that the viewer’s attention remains on the ad’s core proposition. Quite the clever approach, isn’t it?
4️⃣ The weight loss ad that made me drop my donut
The number of views: 20M
So, the ad starts with something we’ve heard before – a promise to kick your metabolism back into teenage gear. You think, “Another one?” But let’s be honest, you’re still going to watch it. The hook is strong, though it might raise a few skeptical eyebrows.
Here’s where it gets interesting. Analyzing the ad transcript, its success factor lies in its storytelling approach. The ad isn’t just listing facts; it’s weaving them into a narrative. This method engages the audience intellectually and emotionally. The transition from general information to personal identification (the “if you’re like me” moment) is key. This part is crucial; it’s where the ad says, “Hey, I get you. I’m one of you.” It’s building empathy, a connection.
“No, this has nothing to do with meds, surgery, or exercise programs, and it works for everyone.” – this feels like a breath of fresh air in a world where every weight loss solution feels like climbing Everest. This ad is likely to attract individuals who are seeking a simple and effortless way to lose weight. These are people who might be tired of trying this and that.
Just around the corner, they promise a revelation. Notice how the background music is adding to the drama. It’s an emotional amplifier, making the revelation more impactful.
So, who is the real hero of this ad? It’s the structure. It’s a journey from skepticism to education, from personal connection to the big reveal.
5️⃣ The ad that dares to defy eye care norms: A mineral for the chosen few
The number of views: 10M
Here we go again, another eye-catching ad, quite literally! The ad begins with a curious proposition: a mineral melting under your tongue for better eyesight. There is no shocking visual, but it is definitely an unusual proposition.
Now, the ad takes a turn into exclusivity, claiming that only about three percent of the population is in on this secret. This technique creates a sense of belonging to a special group, making the viewer feel like they are part of a privileged minority.
Then comes the scientific allure, with mentions of ‘micro restorative compounds’ penetrating deep into eye tissues. It’s not just any solution; it’s presented as a scientifically advanced one. It’s as if the ad is saying, “This isn’t just a miracle; it’s a miracle backed by science.”
This ad isn’t just selling a product; it’s inviting the audience into a special, enlightened group with access to groundbreaking, easy-to-use solutions unknown to the general public. It uses scientific terms to add authority, simplifies the solution to appeal to the desire for quick fixes, and introduces a narrative of ‘us versus them’ to create a sense of urgency and importance. This combination is a powerful tool in direct response marketing, engaging the audience emotionally and intellectually and driving them toward action.
6️⃣ Sugar is innocent: The diabetes conspiracy
The number of views: 7.6M
In this ad, there’s a strong sense of urgency about a groundbreaking solution for type 2 diabetes. The ad positions the discovery as vital, almost life-changing information that those struggling with the condition must know.
Now, it challenges the conventional wisdom on diabetes, claiming it’s not about genetics or sugar intake. It flips everything on its head, making you think, ‘Wait, what?’ This framing creates a compelling need to learn more, suggesting that not knowing this information isn’t an option. Additionally, the bold claim that doctor visits could become unnecessary is quite striking. It’s a daring statement that not only challenges conventional medical advice but also raises curiosity, making the ad even more attention-grabbing. Such a bold claim in the context of a serious health concern adds an extra level of intrigue and urgency.
What’s interesting is that, unlike many ads, this one doesn’t rely on catchy visuals or flashy graphics to grab your attention. Instead, it keeps the focus squarely on the message itself, using a simple b-roll to complement the copy.
7️⃣ The curious case of the green ingredient: Odd visuals, big impact
The number of views: 7.4M
In the world of direct response marketing, it’s not uncommon to encounter ads with visuals that are, well, a bit odd. Take, for example, the green ingredient in this ad. It’s strange and eye-catching. You can’t help but wonder, “What on earth is that green stuff, and why is it in the water?”
Direct response ads don’t beat around the bush. They go straight to the pain points. In this case, it’s all about prostate issues and those late-night bathroom trips. How does it feel when an ad understands your problems? The script speaks directly to the pain points of its target audience, which is essential in direct response marketing.
In summary, this ad is a brilliant example of how visuals and copy can work together seamlessly in direct-response marketing. It uses unconventional visuals to grab attention, presents a common problem in an engaging way, builds trust through credibility, offers a simple solution, and provides real-life stories of success. It’s a well-crafted blend of art and strategy that keeps viewers engaged from start to finish.
8️⃣ Defying logic: Melting pounds away
The number of views: 6.6M
This ad’s visual choice is a stroke of genius in capturing attention. Does it have something to do with an actual problem solution, we just do not know! It shows that sometimes, it’s not about making immediate sense but about sparking curiosity and engaging the audience’s minds.
What on earth do ice cubes have to do with weight loss, and more importantly, what is that mysterious substance being sprinkled over them?
This is where the ad gets really clever. It plays with our natural curiosity. You see, the ice cubes become a mystery that begs for an explanation.
But there’s more to it. Have you ever heard of something called ”cognitive dissonance” It’s when your brain feels a bit uncomfortable because it’s trying to hold two conflicting ideas. In this case, the conflict is between ice cubes and weight loss. You’re probably thinking, ‘What’s the connection? How does this make sense?‘ It’s this discomfort that keeps you glued to the screen, desperately seeking an answer.
In the realm of direct response, the first few seconds are make-or-break. The goal is to arrest the viewer’s gaze and draw them into the narrative. Those ice cubes, seemingly mundane yet oddly captivating, do precisely that.
9️⃣ When ads go copy-heavy: Bold move or missed opportunity?
The number of views: 5.5M
In the fast-paced world of digital marketing, where attention spans are shorter than ever, grabbing the viewer’s attention within the first few seconds is crucial. However, in a rather intriguing twist, some advertisers are opting for an unexpected approach – they’re relying heavily on the power of text, rather than flashy visuals, to convey their message. One such example can be found in an ad that opens with an attention-grabbing visual of tea bags being placed on the eyes, but interestingly, the rest of the ad is presented solely through text.
In this ad, the text-driven approach prioritizes clarity and accessibility, ensuring the core message is communicated effectively.
In this ad, the copy encourages viewers to imagine the scenario. They’re asked to picture themselves achieving better vision without the need for surgery or expensive drugs. This taps into the power of imagination, allowing the viewer to experience the transformation being described mentally.
While the choice to rely on text presentation may be the right move, it’s worth considering whether visuals could have enhanced the message further. Visual elements can be engaging and memorable but must be chosen carefully to complement the copy.
1️⃣0️⃣ The art of subtle selling: No, it is not about lard
The number of views: 5.3M
This ad, my friends, isn’t selling lard; it’s selling a story, a piece of history. It’s about tapping into the primal instincts of survival and comfort. The trick? Make them feel the past, make them fear the future, and then offer them a solution. The emotional journey here is key.
Before revealing its true intent, the ad educates the audience about lard, its uses, and its benefits. This educational aspect adds value to the reader’s experience, making the ad more than just a sales pitch. It barely feels like it is an ad.
By discussing potential crises and the unreliability of modern conveniences it creates a perceived need for the knowledge it’s about to offer.
The ad makes a smooth transition from discussing a general survival topic to introducing the product – a book. This shift is done in a way that feels natural and relevant, presenting the book as a solution to the needs and concerns already established in the reader’s mind.
Notice the presenter in this ad – a grandfatherly figure is generally seen as relatable and comforting. This can create a feeling of nostalgia and familial trust in the audience. The character can remind viewers of their own grandparents, evoking emotions that make them more receptive to the message.
So, what’s the magic formula behind these blockbuster YouTube ads? Is it just creativity, or is there more? Try connecting the dots. Each of these ads tells a story, but not just any story – a story that speaks directly to the viewer, grabs their emotions and doesn’t let go.
What will your audience remember about your next ad?
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Vesna Vukanovic Dumanovic, Account Manager
Armed with a PhD in Knowledge Management, as well as insatiable curiosity and a can-do attitude, Vesna is an organizational powerhouse on our team. As a veteran in project management, there's no question or task you can throw at her that she wouldn't be able to tackle. That's why she's the go-to resource for education, development, and support not just for our team but for Inceptly's clients.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session:
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