3️⃣ Ads I love:
If you want to get better at ads, stop reading theories and start studying real creatives.
Function Health, Nanit, and Icon AI all do something most brands miss.
They shift beliefs without trying TOO hard.
I broke them down clean, and I hope this helps you.
If you want more real-world examples, Facebook Ads Library is where you should be spending your time.
1️⃣. Function Health
Here’s my breakdown of why I like this ad:
1️⃣. It attacks the baseline quietly.
No yelling.
Just dropping a fact that makes you question what you thought was enough.
2️⃣. It reframes the goal.
Your goal isn’t just to “get a checkup.”
It’s to actually know if you’re healthy.
This ad shifts your mental finish line.
3️⃣. It uses numbers, not fluff.
“19” vs. “100” feels cold, logical, undeniable.
MATH!
Which makes it feel 10x more credible.
4️⃣. It flexes authority without bragging.
Mark Hyman is a known doctor.
He’s not introduced. He’s not hyped.
Just a small headshot and a blue check.
It signals “trust me” in 1 second…without wasting a word.
5️⃣. It creates invisible FOMO.
You realize if you’re still getting a basic checkup, you’re behind.
It makes you want to upgrade. Without ever shaming you.
Marketing psychology used in this ad:
Anchoring: Your brain locks on “19” before it sees “100.” The 5x gap feels huge.
Authority Bias: You trust the info more because it comes from a doctor and not the brand itself.
Information Gap: Now that you know what you are missing, you feel the urge to fix it. It’s your health after all, right?
Social Proof: The blue check marks this as legit without them even having to explain why.
How you can make an ad like this:
When you show a product upgrade, do it through facts + familiar faces. Use other people’s credibility to tell your story for you. Frame your comparison around the old normal quietly falling apart. No need to bash it.
Visually, keep it beyond simple: clean text, a recognizable expert’s face, and a layout that makes the comparison easy to understand mid-scroll.
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2️⃣. Nanit
Here’s my breakdown of why I like this ad:
1️⃣. It attacks the baseline quietly.
You think you’re just buying a baby monitor.
Nanit shows you that you’re actually buying way more without ever having to say “we are better.”
2️⃣. It reframes the goal.
You’re not buying a camera. You’re buying sleep insights, breathing motion tracking, crying alerts, and a full parenting system. It shifts your mental finish line from “see the baby” to “know your baby is safe and thriving.”
3️⃣. It shows the hidden upgrade.
“What I ordered” versus “What I got” turns a simple purchase into a transformation.
Not just a monitor. Instead, peace of mind, real-time coaching, and smarter parenting.
4️⃣. It flexes outcomes, not features.
They don’t lead with tech specs. Instead, the ad shows life improvements like better sleep, more control, and less stress.
5️⃣. It makes you feel smart for buying.
You feel like you’re getting way more value than you paid for. No hard sell. No shouting.
Just a whispered flex that says “Look what else you get when you choose Nanit.”
Marketing psychology used in this ad:
Anchoring: You anchor on “baby monitor” 1st, then get surprised with a full system. It makes the product feel way more valuable.
Framing Effect: They frame the product as a life upgrade, not a gadget. Changes how your brain values it.
Expectation Violation: You expect a basic monitor but you get a full experience. Triggers an emotional reward.
Effort Justification: Makes the purchase feel smarter and more justified. You feel like you made a great decision without being sold to.
How you can make an ad like this:
Start by showing what people think they are buying, then reveal the bigger outcome they are actually getting. Then, frame your product around the emotional payoff, not the feature list.
Visually, keep it simple. A clean before and after that reads obvious.
3️⃣. Icon
Here’s my breakdown of why I like this ad:
1️⃣. It hooks you instantly.
It doesn’t start by telling you what the product is. Instead, it challenges you to guess.
“Can you tell which ad is AI?” pulls you into playing before you even realize you are watching a product demo. Who doesn’t love a game??
2️⃣. It makes the viewer feel smart.
When you guess right, you feel good. When you guess wrong, you are even more curious.
Either way, you want to keep watching.
3️⃣. It flips the script on the founder.
You find out the founder speaking is AI, too. Blowing up the normal demo format while challenging you to pay closer attention.
4️⃣. It teaches you through showing, not telling.
Instead of a boring “here’s what we do” explainer, they build the demo inside a story. You experience the product’s power (no lecture required).
5️⃣. It closes strong with social proof.
They name drop Peter Thiel’s Fund and brands already using Icon. PROOF.
Marketing psychology used in this ad:
Curiosity Gap: It opens a question in your head that you want to close. You have to know which ad is AI and what the trick is.
Interactive Engagement: You aren’t just watching. You’re mentally playing along. You’re INVESTED.
Surprise and Delight: Finding out the founder is AI flips your expectations and makes the product feel like it really does the thing it tells you it does.
Social Proof: They show you that smart people put their money on the line for this and they show top brands already trust them. You’d be in good company.
How you can make an ad like this:
Instead of leading with features, build an experience that pulls people in. And, hook with curiosity to start the ad. Use a small twist or surprise to make people rethink what is possible (and do it in the 1st few seconds).
Visually, keep it natural and story-driven, and the more lo-fi the better. This is not a commercial!
