Steal this script
A hardworking video ad
Hello! Welcome to your weekly dose of INSPO ✨
One of the biggest levers for scaling your ad account is removing friction.
When you anticipate what could be holding people back and answer those doubts in your creative, you reduce resistance, boost trust and make it easier for people to purchase.
This ad I found a few days ago is a perfect example of how to do this in a simple video that any brand could make, easily.
Ad breakdown
This video ad for a retro camera flash makes every single frame work hard.
Even if the ad is for a product you haven’t heard much about, you feel far more comfortable by the end because it addresses doubts you likely didn’t even realise you had.
So, here’s why I think it works…
👉 Strong hook: the hook quickly communicates the value proposition ‘portable flash that fits in your pocket’ and is engaging visually, getting through 5-6 visuals in the first 3 seconds
👉 Early use of demonstration + real usage: the product is shown being used naturally (not just staged) and with results. That helps address the objection, “Is this just hype or will it really do what it promises?”
👉 Quickly answers potential objections: “How big is it really?” “Will it work with my camera?” “How is it different to other mountable flashes?” and shows the results of the key features, which answers "Does that actually work/make a difference?”
👉 Stats into real life: they take the fact it can do 375 flashes per charge and turns that into a real life scenario — a whole event on one battery — which makes it easier to digest and imagine in your own life
👉 Fast pacing, with close-ups + product features: people who worry it’s complicated or gimmicky get to see it up close; everything feels transparent and authentic.
👉 Natural voices / testimonials: instead of a polished voice-over, you hear someone who seems like a peer.
👉 Objection handling built into visuals too: if people might think the product is fragile, or hard to set up, or not durable, the ad shows someone doing the setup, using it in a “real” environment, and reacting with satisfaction.
👉 Good balance of functional & emotional appeal: it doesn’t just show what it does; it also shows how it feels to use it (relief, happiness, ease). This helps with doubts like “Is this worth the effort?” or “Will it actually improve my photograhs?”
👉 Clear CTA that reinforces value: the call to action doesn’t just say “Buy now,” but is prefaced or surrounded by something that reminds the viewer why they need it, thereby easing hesitation like “What if it’s not right for me?”
How to make this format work for your brand
Here’s the script breakdown for you to follow.
Hook: identify who the product is for and it’s positioning as quickly as you can through words and visuals
Product intro: introduce your product in more detail and find a way to communicate its benefits in real life e.g. ‘smaller than your ear pods case’.
Why it’s different: outline the features that make your product different to others and therefore better for the right customers. Do this with your script and show each feature in action through visuals.
Objection handling: handle other obvious objections that people might have (look at your ad or organic comments for ideas)
Remind people who this is for: whether you’re X, X or X, this is right for you because… and reiterate the value proposition.
CTA: be really clear about where to get one and you could even drive urgency with a simple offer like free presets or a discount (a good BFCM idea).
And finally: use your visuals to show what the product can do because…
“People buy the hole, not the drill” — Theodore Levitt
Give this a go for your brand and let me know how you get on 💪🏼
Thanks for reading,
Katherine 🪩
If you found this useful, don’t forget to pass it onto your team…
P.S. If you’re looking for creative strategy support for your brand and don’t know where to start, drop me an email and let’s chat.