Cuttable's talking head screen ad is a 20-second other video creative decoded by Heista into 5 structural beats with 7 total cuts. Cuttable's full brand intelligence
PATTERNMAP™
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Ad Blueprint
Talking Head Screen
CategoryOther
AngleHow To Tutorial
NarrativeProduct First
IntentValue Stack Acceleration
Hook Type
Direct Question Hook
2.5sDuration
1Shots
5.1sAvg Shot
Energy
Psychology
Competence Restoration
Behavioral ApproachDemonstrate Method
Solution Assurance
Knowledge Simplification
Step Clarity
Every winning ad has a formula. Heista decodes it in seconds.
Cuttable Ad Decoded — Direct Question Hook Analysis (20s)
Cuttable's talking head screen ad is a 20-second other creative decoded by Heista into 5 structural beats. It opens with a Direct Question hook — This leverages Direct Question Hook—because the question is clear and answerable, the viewer’s brain engages in an instant “yes/no” decision. It also uses Self-Referencing (implicit in the question) to create relevance: viewers feel the content is about them, so they’re more likely to keep watching to see what the answer leads to. The psychological mission is Competence Restoration: The viewer feels capable and relieved because the process is framed as quick, automated, and easy to execute without extra effort. The ad has 7 cuts at an average of 3.2s per cut, with an average beat duration of 4s.
Key Takeaways
- Opens with a Direct Question hook
- Activates Competence Restoration psychology
- Part of Cuttable's full ad strategy
- 7 cuts, averaging 3.2s per cut
Overview
Direct Question Hook
This leverages Direct Question Hook—because the question is clear and answerable, the viewer’s brain engages in an instant “yes/no” decision. It also uses Self-Referencing (implicit in the question) to create relevance: viewers feel the content is about them, so they’re more likely to keep watching to see what the answer leads to. Direct Question hook deep-dive
Beat-by-Beat Breakdown
Beat 2 (0:00-0:02) — Direct Question Hook: It opens with a direct question: “Do you make all your ads yourself?” This immediately forces the viewer to mentally answer and self-check their current workflow, turning the video into a personalized diagnostic moment.
Beat 3 (0:02-0:06) — RELATABABILITY_SETUP: The speaker acknowledges a personal constraint: “It takes me like a long time to do it.” This frames the situation as something they also struggle with, then softens it with “but yeah,” keeping the tone conversational rather than authoritative.
Beat 4 (0:06-0:09) — Complexity Overload: It signals a data/stack complexity step: “So we pull all of it in from Shopify, and then…” The viewer is primed for a multi-source integration process, creating tension that the workflow isn’t simple or plug-and-play.
Beat 5 (0:09-0:15) — Function Demonstration: It explains how the AI ad system works in practice: “all you have to do is hit generate ads” and “it'll make you like 20 different ads really quickly.” It then reinforces the mechanism with “the AI kind of does it all basically itself,” describing the automation of the ad-creation steps in plain language.
Beat 6 (0:15-0:19) — The Easy Way: It reveals an “easy way” to get results: “You can generate many ads quickly with AI doing most of the work.” This reframes ad creation from a heavy, manual process into a mostly-automated one, so the viewer immediately imagines speed and low effort as the default path.
Behavioral Psychology
This ad activates Competence Restoration as its primary behavioral mission. The viewer feels capable and relieved because the process is framed as quick, automated, and easy to execute without extra effort. Competence Restoration behavioral mission
Structural Fingerprint
Duration: 20 seconds. Beat count: 5. Total cuts: 7. Average beat duration: 4s. Average cut duration: 3.2s. Average visual energy: 4.4/10.
Frequently Asked Questions
Why does this Cuttable ad work? This Cuttable talking head screen ad opens with a Direct Question hook that captures attention in the first 3 seconds. The psychological architecture activates Competence Restoration across 5 structural beats, each contributing a specific persuasion mechanism.
What hook does Cuttable use in this ad? Cuttable opens with a Direct Question hook. This leverages Direct Question Hook—because the question is clear and answerable, the viewer’s brain engages in an instant “yes/no” decision. It also uses Self-Referencing (implicit in the question) to create relevance: viewers feel the content is about them, so they’re more likely to keep watching to see what the answer leads to.
What psychology does this Cuttable ad activate? This ad activates Competence Restoration as its primary behavioral mission. The viewer feels capable and relieved because the process is framed as quick, automated, and easy to execute without extra effort.
How long is this Cuttable ad and what's the structure? This ad runs 20 seconds with 5 structural beats and 7 cuts. Average cut duration is 3.2s. The pattern flow follows a compressed format structure common in talking head screen ads.
What platform is this Cuttable ad running on? This talking head screen ad is running on facebook. The other vertical typically sees strong performance on this platform for talking head screen creative structures.
What makes this different from other other ads? Most other ads lean on generic format templates. Cuttable's version uses a distinct Direct Question hook structure paired with Competence Restoration — a combination that over-indexes in high-performing other creative.
