The BEST ads of 2023 (in our opinion)

Wow, we blinked and this year is already over. We’ve seen some amazing ads in 2023. Every week we picked three ads that stood out for us - here’s a few of our favourites from the past 12 months…

ReNude

In summer we spotted this ad and we’ve loved it ever since! The static from ReNude is one to take inspiration from for many reasons.

The product. If your product looks great, then let it do the talking. The creative looks visually stunning, with everything strategically placed to make for a brilliant social media advert. We mentioned a number of these points previously, but the ad remains on brand while also ensuring it will perform.

Simplicity at its finest - when it comes down to it, this is just a USP callout advert. But look how fun the brand has made it. The design is just spot on. The font, the use of funky arrows, and all of these choices will stand out on the feed and set itself apart from anything else.

If you want to include detail, then this is how it’s done. Performance creative DOES NOT need to be boring. You can have the best of both worlds and you don’t need to sacrifice a great-looking ad.

Sunset Lamp

Whether you like it or not, TikTok has pretty much changed everything. Not only have our entertainment habits drastically shifted, but the world of advertising has seen a huge difference in how creative is made. We spotted this ad by Sunset Lamp way back in February and it’s still as effective nearly a year on.

It’s pretty hard to fluff up something like a lamp. The TikTok trend of using a ‘list’ has been incredibly effective. The creative tactic of using ‘reasons why’ is a guaranteed way to not only hook people to watch the video but retain their attention to see just why we need it so much.

The demographic has been kept in mind for this creative. From the style of the video to what has been featured, I can imagine every teenage girl is sold and already checking out. A pretty video with an explanation of why you need the product, what more do you need?

So what have we learnt from this organic ad from Sunset Lamp? Well, TikTok is the trendsetter. Social media ads aren’t what they used to be. Giving people a reason to watch has now become more important. And explains why TikTok generated around $20 billion in sales TikTok shop alone. Sometimes the entertainment value is more rewarding than attempting to ‘sell’.

👉🏼 Watch the full thing here.

HiSmile

The kings of social media ads. HiSmile are really the leader when it comes to innovative creative that converts.

The brand are an incredible example of using data they have learnt to create hooks that will guarantee the viewer to stop. Most of their ad library consists of mashup content, with the most interesting clips from each creator brought together for a super high-converting video. But where HiSmile differs from the rest of the market is by demonstrating the product in a vastly more interesting way…

We spoke about this example in September, but you will be sure to find a plethora of videos that capture your attention. When it comes down to it, HiSmile sells whitening toothpaste. Yet their genius lies in how this is showcased. I’ve seen their product and always wondered how does this bright purple magic potion work. Using the colour theory test, the brand has highlighted just how it’s done. Set up like a science experiment, the video is not only educating people, but also showing you how it works in a different environment to stop the scroll. The customer will not only understand how the product operates, but this style of hook will also keep you invested.

If you’re ever struggling for ad creative ideas, I think HiSmile are a great example of how to think outside the box.

👉🏼 Watch the full thing here.

And that’s it - 2023 wrapped up in a bow. These three ads, along with a ton of others absolutely killed it this year. We can’t wait to see what 2024 holds.

See you soon!

Nice Recommendations & Discounts

• Fraggell - Need some new ad creative? Fraggell helps DTC brands create video ads that convert and do it in bulk ready for testing. Start today & apply.

• CreativeOS - Create static ads in seconds with my 350 pre-tested templates for DTC brands. Become a member today

• Foreplay - Improve your creative workflow. Save ads, build briefs, and more. Claim a free trial here.

• AdBox - Discover high-performing video ads all in one place with Adbox. Over 4000 fast-growing brands are analyzed every week. Use code 'FRAGGELL' for $100 off

• Conversion Rate Academy - Get more sales with proven CRO training. Use code NICEADS for 50% OFF!

• Beehiiv - The newsletter solution created by the same team that built and scaled Morning Brew to over a million subscribers. Sign up here.