🧑‍🔬 The ad format that never dies

This ad is a masterclass in what I call "pain-point amplification"—where you first validate a problem your audience has, then systematically expand their awareness of how serious it actually is.

Let’s break this down in more detail:

🧪 IMPPACT Breakdown

Don’t know my IMPPACT framework? Start here.

I: Interrupt (Score: 4/5)

The reply-to-comment "What if you sleep on your side?" creates an immediate pattern interrupt for side sleepers (roughly 70% of people). It’s important to note that the script simply says “If you sleep on your side…” while the text says “What if you sleep on your side?” - implying there’s some sort of knowledge that side sleepers don’t know about. This creates an immediate Curiosity Gap, as we can process text faster than spoken word.

M: Motivation (Score: 4/5)

This ad skillfully leverages the Self-Serving Bias by showing how your current pillow is actively causing your pain. The motivation is crystal clear: "Stop waking up with pain." They paint a vivid picture of your future self sleeping comfortably without neck, shoulder, or back pain—a powerful transformation that feels immediately achievable.

P: Personalization (Score: 5/5)

The ad uses the Barnum Effect masterfully by listing multiple pain points (neck, shoulder, back, hip) that almost everyone has experienced at some point. By saying "if you have ANY of these pains," they ensure nearly everyone watching feels personally addressed.

P: Proof (Score: 3.5/5)

The visual diagrams showing spine misalignment provide scientific-looking proof that creates an "aha moment." While they don't use testimonials directly in this clip, the visual demonstration of how traditional pillows fail serves as powerful implied proof.

A: Authenticity (Score: 4/5)

The straightforward, educational approach feels like helpful advice rather than a sales pitch. The presenter speaks with authority but maintains a conversational tone that builds trust. It’s also important to note that the entire video is shot as a POV video, making it feel like an organic piece of content.

C: Confidence (Score: 4/5)

The ad directly addresses purchase anxiety by highlighting the "40% off," "free shipping," and "free returns" guarantees. This leverages Loss Aversion by removing all risk from the purchase decision.

T: Twist (Score: 4/5)

The twist comes when they reveal that your pillow—something you use every night—is actively causing your pain. This flips the familiar (sleeping on a pillow) with the surprising (it's hurting you), creating a memorable hook.

Total Score: 28.5/35

A Quick Note:

This ad targets the Problem-Aware stage of Eugene Schwartz's Five Stages of Awareness. The audience knows they have pain but hasn't connected it to their pillow yet.

What makes this ad particularly effective is how it:

• Expands awareness of a problem you already have

• Connects that problem to something you use every day

• Offers an immediate, risk-free solution

A compelling ad that expands the awareness of the problem you solve can do wonders for your ad account (and business). It’s the type of ad format that truly never dies (when done well!).

PS: Don’t know Eugene Schwartz’s Five Stages of Awareness? Reply “AWARENESS” to this email so I know to make a future newsletter about it.

🤔 Should You Use This Type of Ad?

This pain-point amplification strategy works best for products that:

1. Solve a problem people already feel but don't fully understand

2. Offer a relatively simple solution to a complex or persistent issue

3. Have a clear before/after transformation

Ask yourself these questions to determine if this approach fits your brand:

1. Does my audience experience a persistent problem they've normalized?

2. Can I visually demonstrate why my solution works better than alternatives?

3. Is my product solving a problem that affects daily quality of life?

If you answered yes to these questions, this approach could work wonders for your brand.

The key takeaway? Sometimes the most powerful ads don't create desire—they simply expand awareness of an existing problem and position your product as the obvious solution.

🤖 AI Tools You May Enjoy

Here some new AI tools you may find helpful:

• Google Veo 3: Google just announced their Veo 3 video generation model and it looks crazy impressive. Not only will it create realistic video but also generate audio to go along with it. I’ll be playing around with it this week.

• Poppy AI: I mention this one a lot because it’s soo useful. It’s such an easy way to visually work with ChatGPT and Claude.

Note: Some of these may be affiliate links but they’re all genuinely great.