A Peek Behind the Curtain: How Smart Choices Make Videos Stand Out

Creating a standout video ad might seem straightforward, but the key to success lies in avoiding common pitfalls and leveraging subtle, strategic elements that easily come together to craft content so compelling it resonate with audiences, maintains freshness, and drives engagement.

Not everyone knows the insider techniques or tips, but this week's article is here to spill the beans. We're going to do that by taking one amazing video that absolutely CRUSHED it on YouTube—not only racking up tons of views but also bringing in leads and sales.

Here is the creative rundown:

Launch - January 2021
Total Spend - $50,000
Offer - Paid Product
Frame -Problem
Genre - Comedy
Pattern Interrupt - Claim: smells good        

Why is this video so freakin' amazing?!??

From smart framing techniques to the strategic use of user-generated content styles, at first glance, this video ad may seem simple to create, but it skillfully avoids common pitfalls.

1. Exceptional Casting Choices

Finding a handsome man to represent a male grooming product is straightforward. However, the real brilliance lies in choosing someone with ample charm who can naturally convey ingredient confusion. Many brands make the mistake of handling casting in-house or selecting any available actor who looks the part. This often leads to awkward performances or insufficient consideration of the role's demands.

While you don't need a high-priced actor, you do need someone who grasps the intended style and tone. Investing effort into finding the right talent pays off, as it allows for long-term partnerships that enhance brand consistency.

2. Subtle Comedy for a Natural Feel

Instead of maintaining the same script style as previous ads featuring James Schrader, this ad adopts a different approach, dialing back the comedy to create a more authentic experience. This shift is strategic, considering the internet's tendency to quickly tire of repetitive content. Although the familiar Dr. Squatch character remains recognizable, the change helps preempt ad fatigue.

For example, Dr. Squatch keeps their content fresh by creating mash-ups of various ads. This method retains the core successful angle while introducing small variations, which can yield better results from different perspectives or genres.

3. Innovating While Preserving What Works

Trying new approaches is crucial for discovering winning angles and achieving scalability. Without experimentation, brands risk stagnation when their current message loses impact. Recently, Dr. Squatch saw great user responses by filming live street ads showing women's reactions. Building on this success, they incorporated a girlfriend into the ad, demonstrating a balance between innovation and continuity.

By blending effective elements with fresh ideas, the ad maintains relevance and engages viewers, setting a high standard for future campaigns.

4. Strategic Framing

The ad cleverly addresses the ingredients in regular body wash by simply reading out their strange-sounding names, making the chemical names sound suspicious. Interestingly, Dr. Squatch soap is never explicitly marketed as the solution. Instead, old body washes are thrown out and replaced with Dr. Squatch soap. This subtle "show, don’t tell" approach implies that the soap is natural and free of scary chemicals, making a powerful statement without being overt.

5. Genre: A Comedy Ad with a UGC Style

This ad employs a comedy genre but is filmed in the style of user-generated content (UGC), making it feel almost like an influencer video. The variety of camera angles and cuts strikes a balance between a natural feel and a visually engaging, dynamic edit.

6. Effective Pattern Interrupt

The ad opens with a simple joke about the smell before returning to the theme of unnatural ingredients. Despite the evolving advertising landscape, certain elements remain effective: attractive individuals in minimal clothing still help sell products. Thank you, I humbly await my Nobel prize in stating the obvious.

7. Direct Offer

As a paid product, the call to action is straightforward: click and go directly to the sales page.

8. Comparing to a Competitor

Examining another men's grooming brand's attempt at a comedy ad highlights the importance of good casting. Despite a decent script and some good jokes, the ad fell short due to amateur acting. With even a half-decent actor, the ad could have been elevated significantly without needing higher production value or better editing. A few additional cuts to break up the scene would have helped too.

Key Takeaways

There are two main points to remember. First, for a comedy ad to succeed, you need talent that can carry it. If your founder has the charisma and comedic timing, great—use them. But if there's any doubt, hire a professional. Skimping on talent wastes the rest of the filming budget.

Second, always allocate time and budget to test new ideas. Even with a winning formula, sticking too closely to one approach leaves you unprepared when it stops working. Experimentation ensures you remain adaptable and innovative.