3 Ad Creative Frameworks that Actually Convert
Sarah Jenkins
Head of Creative
Before you shoot your next video ad, make sure it follows one of these three proven direct-response frameworks.
Creative is the New Targeting
With AI handling the distribution of your ads, your creative is the only lever you have left to control who sees your message. The ad itself acts as the filter. If you want to reach tired parents, your hook needs to call out tired parents.
Framework 1: Problem / Agitate / Solve (PAS)
The oldest and most reliable framework in direct response.
- Problem (0-3s): Visually and audibly hook the user with a specific pain point. ("Tired of your coffee getting cold in 10 minutes?")
- Agitate (3-8s): Make the problem feel worse. ("You end up microwaving it 3 times a morning, ruining the taste.")
- Solve (8-20s): Introduce your product as the ultimate savior. Show, don't just tell.
Framework 2: The "3 Reasons Why" (Listicle)
People love lists. They are easy to consume and highly structured.
Start with a hook like "3 reasons why I threw away my old [competitor product] for [Your Product]." Then rapidly cut through the three best value props, backed by visual demonstrations.
Framework 3: Us vs. Them
A highly visual side-by-side comparison. Split the screen. On the left, show the frustrating, messy, or slow traditional way of doing things. On the right, show the sleek, fast, effortless way your product works. This requires very little dialogue and works beautifully even when users have the sound off.