Why Ugly Ads Are Winning
Cinematic ads with pretty bokeh and polished product shots are losing their edge. Instead, audiences are gravitating toward raw, “ugly” ads that feel authentic and relatable.
Here’s the kicker: these “ugly” ads aren’t low effort—they’re just lower production value. And that’s a critical distinction.
Why Are Low-Production Ads Winning in 2025?
It all boils down to one word: authenticity.
Audiences are tired of being sold to.
They’re bombarded with hundreds of ads daily, most of which scream, “I’m an ad!”
Perfect lighting and fancy cameras trigger that ad alarm in viewers’ minds, causing them to scroll right past.
But an ad that feels raw and unpolished?
That looks like a friend shot it on their phone?
That’s something people pay attention to.
Why? Because it feels human.
And humans trust other humans, not sales machines.
The Big Misstep: Prioritizing Looks Over Trust
Here’s what I’ve seen time and again:
A business hires a production company or a freelancer with a fancy camera.
They shell out thousands for cinematic ads. Weeks later, they run those ads, and they flop.
Why? Because they missed the point. The glossy ad lacked the one thing audiences crave: trust.
In the game of ads, trust creates sales.
And trust starts with authenticity.
When your ad feels too perfect, it feels fake.
The First 5 Seconds: Where Attention is Won or Lost
Here’s the most actionable takeaway: If you don’t grab attention in the first five seconds, nothing else matters.
Think of your ad as a series of 5-second intervals:
1. The first 5 seconds hook them.
2. The next 5 seconds earn their continued attention.
3. Every 5 seconds after that builds on the last.
If your hook flops, your ad flops.
How to Nail the Hook
Forget introductions.
Skip the slow buildup.
Lose the establishing shots.
Go straight to the climax.
The hook is your ad’s most important moment—it’s the difference between someone watching or scrolling away.
To make things easier, I’ve created a free swipe file with 101 hook ideas you can use for your content and ads.
It’s a plug-and-play resource to help you grab attention and keep it.
