No. 001 / Ads Hacked / Vol. I
Ad campaigns,
taken apart.
We deconstruct real ad campaigns down to the elements that make them work — the hook, the frame, the insight, the media bet — so you can borrow what works and call out what doesn't.
· TV· Social· OOH· Print· Search· Audio· Influencer· Retail Media
Fig. 01 — A teardown in progress
Every element on every campaign, labeled.
Section 02
Featured teardowns
No. 001 · Social● Sharp-elbowed
Scrabble — Bring it, Wordle!
Scrabble's official new two-letter word list drops, and the brand's social channels fire a direct shot at Wordle, the five-letter-word puzzle that has dominated culture.
Scrabble· 2024· Mattel
No. 002 · Social● Over the line
Apple — Crush!
A hydraulic press crushes a mountain of beautiful creative tools — a piano, paint, cameras, lenses, records, speakers, an arcade machine.
Apple· In-house
No. 003 · TV / Video● Honest
Pop-Tarts — The First-Ever Edible Mascot
A giant, anthropomorphic Pop-Tart descends into a giant toaster on a football field, is toasted, and then devoured by the winning team.
Pop-Tarts· 2023· Weber Shandwick
Section 03
The element library.
Every campaign is just a stack of elements. We name them so you can spot them — in someone else's ad, or in your own.
Browse all elements →hook
Hook
1 in library
frame
Frame
2 in library
insight
Insight
2 in library
production-move
Production move
2 in library
media-bet
Media bet
1 in library
targeting-cue
Targeting cue
1 in library
cultural-lever
Cultural lever
1 in library
cta
CTA
1 in library
risk-edge
Risk / edge
1 in library
Section 04
Latest drops
- 01Scrabble — Bring it, Wordle!Social● Sharp-elbowed
- 02Apple — Crush!Social● Over the line
- 03Pop-Tarts — The First-Ever Edible MascotTV / Video● Honest
- 04CeraVe's Super Bowl TrollInfluencer● Sharp-elbowed
- 05La-Z-Boy — We The LazyTV / Video● Honest
- 06He Gets Us — The Rebrand of JesusTV / Video● Sharp-elbowed
Section 05 — from the High Caliber AI network