Ugly Handwritten Ads Work

This ad has been crushing it on social platforms and after analyzing it frame by frame, I can see exactly why.

The entire video is made in a distinctive style where they show text on pieces of paper.

Everything they say is written on these papers, accompanied by simple drawn visuals that reinforce each benefit mentioned throughout.

Watch the ad here: Ugly Handwritten Ads Work

“The easiest way to feel lighter, less bloated, and more energized.”

Immediately addresses viewers' desire for an effortless solution to their problems.

The word "easiest" taps into our natural tendency to avoid complexity and seek the path of least resistance.

This opening activates both pain points (bloating, fatigue) and aspirational states (lightness, energy) in a single statement.

Use words that suggest effortlessness to combat the common belief that health improvements require sacrifice.

We created a system that delivers 30 unique video ads in just 30 days, specifically designed to improve Meta ad performance and scale e-commerce brands. Watch this video to see how we do it.

"Over the next few weeks, digestion will improve, making meals easier to process without discomfort or sluggishness. You might even notice your belly looking flatter and your clothes fitting better even after eating.”

This line directly addresses social anxiety and body image concerns while promising liberation from food-related guilt.

This section of the video targets the common psychological distress around eating and its consequences on appearance and comfort.

Why this works:

1. Dual-benefit targeting

By addressing both functional benefits (improved digestion) and aesthetic results (flatter belly), this section appeals to both rational and emotional motivation.

2. Strategic uncertainty phrasing

The phrase "you might even notice" reduces resistance by appearing modest while actually planting expectations. This indirect suggestion skips skepticism and allows viewers to imagine the benefits themselves.

3. Specific pain point resolution

Directly addressing the common fear of post-meal bloating ("even after eating") creates strong resonance with the target audience.

4. Aspirational visualization triggers

References to clothing fitting better activate visualization of social scenarios where this would be valuable. This mental simulation creates an emotional investment in the promised outcome.

5. Freedom from food anxiety

The subtle promise of being able to eat without consequences taps into deep psychological desires for freedom and pleasure without guilt.

This addresses the common cycle of enjoyment followed by regret that many experience with eating.

"All I do is mix one scoop into my morning smoothie and that's it. Super simple.”

This reduces mental effort and addresses the psychological resistance to adopting new, complex routines.

It shows how easily the product fits into your daily life. It removes stress about using something new and makes it feel like a small change with big rewards.

This section turns what could be perceived as a complicated health intervention into a simple, one-step process that feels accessible to everyone.

We created a system that delivers 30 unique video ads in just 30 days, specifically designed to improve Meta ad performance and scale e-commerce brands. Watch this video to see how we do it.