Not all fun-and-play: learnings from 5 instructive kids' ads.

???(Today's edition is a preview of The Daily Ad, a biweekly email that gives you a quick bite of curated inspiration based on the internet’s most interesting ads for $9.99 a month.

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In today's edition of the Daily Ad, we look at 5 ads for mental health products and the approach they take.

With kids' apps you have to tread with care - and have your messaging be respectful and nuanced. You have to be careful with humor - and 'fail state' ads can often look in poor taste.

These 5 ads show the different approaches that you can take - and what you can learn, no matter what vertical you're in.

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Lead with a common problem(and visual hook) - of kid throwing tantrums. Transition into showing solution - of app that is assuaging tantrums.

Can your ad show a clear visual hook of an extreme emotional state - and lead into a solution?

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Lead with the end state(a presumably desirable one) - and show steps in progression to get to the end state(involving the product).

Can your ad show a clear progression of steps leading to a desired end state?

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This ad borrows from the ads for a lot of gaming genres - showing a hand making a choice - and resulting in a ‘win’ state.

Can your ad showcase choices - prompting the user to think and be actively engaged? (And: can your ad borrow motifs from seemingly unrelated genres?)

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Leads with showing a happy kid(or a desirable end state) - and showcasing the features within the app that lead to the end state.

Can your ad list out the features that lead to outcomes?

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Calls out a clear user persona(which is obvious-but-often-overlooked), states a problem-and-solution, and then emphasizes ease-of-use(get started for one dollar).

Can your ad clearly call out the target user persona - and underscore ease-of-use??

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This edition was a preview of our soon-to-launch email Daily Ad.

For $9.99 a month, you’ll get a biweekly email that gives you a quick bite of curated inspiration based on the internet’s most interesting ads. If you’d like to find out more,?join our waitlist here?- and we'll send you exclusive bonus creative analyses prior to our launch.