Ad Breakdown: DRMTLGY, Chewy, Halara
First off, welcome to 2025!
This is year is gonna be crazy for the digital ad industry. With new AI tools popping up every minute and brands moving away from Meta’s walled garden, it is becoming the wild west out there.
But you didn’t come here for the macro stuff, you came here for breakdowns.
So, here we go!
Ad 1: DRMTLGY
Breakdown: Have you ever watched Celebrity Read Mean Tweets? It’s fun to see celebrities interact with a regular person’s comment. Anytime you meet the people (or the customers) to their level, you get authenticity points.
These “reply to comment ads” feel very organic especially when the comments look like real comments. Personally, we’ve tried it in a few ads and it seemed to well. The trick lies in how relevant the comment is.
Try these ones:
- Customer Objections (”This product won’t work for me because…”)
- Humor or Sarcasm
- Bold Claim (”This product is a game changer!”)
- Frequently Asked Question (”Do you have money back guarantee?”)
- Results Reaction (”OMG 😱 This one finally work!”)
- Educational Question (”Why is this feature important?”)
- Real Comment — make sure you blur out their last name. Use an actual screenshot.
I see other brands over-design these graphics which defeats the purpose. Keep it simple.
How to make these? Screenshot, Canva, or get your photoshop-wiz buddy to make it for you.
Here are also sites you can try (not sponsored):
- Zeoob - All Around Post Generator, but lots of ads.
- tokcomment - tiktok comment generator
- https://tweethunter.io/fake-tweet-generator - X/Tweet generator
TLDR: Organic and it shows that your brand actually interacts with their customers instead of sitting highly on their inventory pallets.
Ad 2: Chewy
Breakdown: I dare you to watch this ad without smiling. One thing that pet owners love are funny pet videos (it’s hard not to). Entertainment is one core element of Chewy’s ad creatives. This makes their ads really easy to share to other pet owners which puts their name front and centre.
While this ad does not show any features and benefits of the product, it works great as a bottom of funnel creative.
The key takeaway here is try experimenting with a humorous angle in one of your ads and see if it performs. Make sure you’re familiar with your customer base’s type of humor.
TLDR: It’s very entertaining and it does not feel like an ad.
Ad 3: Halara
Breakdown: We’ll end this off a User-generated style adspiced up with AI voiceover. This ad from Halara is really simple to make and to iterate on. Because there’s no one speaking in front of the camera, this video is perfect to experiment different types of ad copy with.
I’m not personally a fan of the hook as the wording is too long but there are multiple variations of this ad — which is the point.
Having a bank of UGC footage like this is invaluable for every brand, and the best thing is that they’re really easy to produce. You only need a camera and a talent.
Just make sure you get A LOT of B-roll (no talking) footage when filming.
If you do not want to do it yourself, you can source UGC creators from Billo.app, Facebook Groups or from your own customer base.
TLDR: No-speaking UGC ads are your evergreen ads. Have a bank of this ad format, you can test them for Top of funnel, bottom of funnel and promotions.
Get more of this here.
