Creative Intelligence — Week 11
May 11-May 17, 2026
128
ads decoded across 3 verticals
+128 new this week
The Movers
Hottest Pattern
Specificity Bias
6%3 of 3 verticals
Appearing in 3 of 3 verticals
Fastest Riser
Loss Aversion
+3%
Up 3% from last week
Biggest Drop
Cognitive Ease
4%
Down 4% from last week
Scaling Leaderboard
| # | Brand | Scaled |
|---|---|---|
| 01 |  Wildgrain | 363d |
| 02 |  Wildgrain | 362d |
| 03 |  Chamberlain Coffee | 285d |
| 04 |  Spacegoods | 267d |
| 05 |  Wildgrain | 258d |
| 06 |  Spacegoods | 256d |
| 07 |  Chamberlain Coffee | 222d |
| 08 |  Wildgrain | 209d |
| 09 |  Spacegoods | 197d |
| 10 |  Wildgrain | 186d |
Format War
Talking Head Product
25%NEW
Voiceover B-Roll
23%NEW
Product Demo
20%NEW
Talking Head B-Roll
9%NEW
Product Hero
6%NEW
Lifestyle
5%-62%
Talking Head Solo
5%NEW
Brand Film
2%NEW
Founder To Camera
2%NEW
Slideshow Statics
1%NEW
Content Mix
What KIND of content is winning — tutorial, demo, skit, story, etc.
Product Demo
42
UGC Testimonial
22
Entertainment
20
Emotional Expression
12
Tutorial How To
10
Reaction Response
3
Ingredient Science
3
Listicle
2
Life Insight
2
Objection Buster
2
Story Experience
2
Motivation Mindset
2
Product Comparison
2
Day In Life
1
Founder Origin
1
Problem Solution
1
Routine Integration
1
Hook Leaderboard
Curiosity Spike
15%NEW
Open Loop Statement
15%NEW
Contrast Setup
11%NEW
Process Teaser
9%NEW
Data Point Start
8%-25%
Tribe Call-out
6%NEW
Symptom Stack
5%NEW
Discovery Moment
5%NEW
Identity Hook
4%NEW
Contradiction Hook
4%NEW
Hook Spotlight
Curiosity spikeTop hook this week
“"""Thank you for watching the video today!"""”
Clevr Blends · Health Supplements
“I just saw Emma's reorder come through and I had to share what she wrote.”
Spacegoods · Health Supplements
“I used to be sharp. Now I can't finish a single thought. And HE is the reason why.”
Spacegoods · Health Supplements
Hook Performance
Top Performing Hook
Process teaser
155d avg lifespan · 11 ads
Process teaser
155d11
Curiosity spike
120d19
Disruptive statement
112d3
Challenge intro
111d2
Unexpected fact start
95d3
Provocation
95d1
Tribe call-out
94d7
Open loop statement
92d18
Discovery moment
88d6
Contradiction hook
87d5
Data point start
77d10
Conflict statement
74d1
Symptom stack
65d7
Identity hook
61d5
Contrast setup
56d14
Parallel list open
46d4
Direct question hook
39d5
Role-specific opening
32d1
Hidden truth reveal
10d1
Prescriptive cascade
4d1
Avg across all hooks: 89d
Hook Observatory
Curiosity Spike19 ads
Avg 16.8sScale 100%
Open Loop Statement19 ads
Avg 12.7sScale 94.7%
Contrast Setup14 ads
Avg 8.9sScale 100%
Process Teaser11 ads
Avg 5.5sScale 100%
Data Point Start10 ads
Avg 9sScale 100%
Hook × Vertical
| Health Suppl | Food Beverag | Beauty Skinc | |
|---|---|---|---|
| Curiosity Spike | 5 | 14 | |
| Open Loop Statement | 6 | 9 | 4 |
| Contrast Setup | 7 | 5 | 2 |
| Process Teaser | 4 | 6 | 1 |
| Data Point Start | 5 | 4 | 1 |
Hook × Psychology
| Closure Deli | Loss Aversio | Threat Reduc | Curiosity Ga | Competence R | Social Valid | |
|---|---|---|---|---|---|---|
| Curiosity Spike | 5 | 2 | 2 | 7 | 1 | |
| Open Loop Statement | 10 | 2 | 3 | 1 | 1 | 1 |
| Contrast Setup | 3 | 3 | 4 | 1 | 1 | 1 |
| Process Teaser | 2 | 2 | 1 | 1 | 3 | 1 |
| Data Point Start | 2 | 2 | 2 | 1 | 3 |
Hook Duration (seconds)
Curiosity Spike
16.8s (med 8s)
Open Loop Statement
12.7s (med 10.5s)
Contrast Setup
8.9s (med 8.5s)
Process Teaser
5.5s (med 5.5s)
Data Point Start
9s (med 7.5s)
Scaling Conversion Rate
Curiosity Spike
100% (19/19)
Contrast Setup
100% (14/14)
Process Teaser
100% (11/11)
Data Point Start
100% (10/10)
Symptom Stack
100% (7/7)
Discovery Moment
100% (6/6)
Identity Hook
100% (5/5)
Contradiction Hook
100% (5/5)
Visual Signatures
Curiosity Spike
Product In Use 16Product In Environment 14Close-up Hands 13Product In Hand 13Medium Shot 10
Open Loop Statement
Close-up Hands 28Medium Shot 15Product In Use 13Product In Environment 12Medium Wide 8
Contrast Setup
Medium Close-up 22Close-up Hands 9Product In Hand 6Product In Use 5Close-up Product 5
Process Teaser
Product In Hand 7Medium Close-up 6Product In Use 4Medium Shot 3Close-up Hands 2
Data Point Start
Product In Environment 7Product In Use 6Medium Close-up 6Product In Hand 5Close-up Hands 4
Linguistic Signatures
Curiosity Spike
Second Person 3First Person 2
Low 25
Open Loop Statement
First Person 3Second Person 3Mixed 1
Low 15Medium 11Very Low 1
Contrast Setup
First Person 4Second Person 3
Low 15Medium 9
Process Teaser
First Person 4Second Person 1
Low 10Medium 3
Data Point Start
First Person 4Second Person 1
Low 6Medium 6
Hook → Close Pairings
Curiosity Spike
Sequel Tease 3Redirect 1Punchline 1
Open Loop Statement
Try This Today 4Comment Prompt 2Lesson 1
Contrast Setup
Redirect 4Soft CTA 2Try This Today 2
Process Teaser
Soft CTA 3Redirect 1Direct CTA 1
Data Point Start
Lesson 2Soft CTA 2Redirect 1
Beat Intelligence
Avg Time Allocation
25%
18%
17%
11%
10%
10%
9%
Opening25%
Delivery18%
Context17%
Tension11%
Validation10%
Close10%
Shift9%
Top Subtypes by Category
Close
Redirect15
Try This Today15
Soft CTA13
Shift
Cost/Benefit Shift13
The Easy Way11
Hidden Truth9
Context
Object Intro30
Process Setup9
Topic Definition9
Opening
Curiosity Spike19
Open Loop Statement19
Contrast Setup14
Tension
Hidden Problem9
Inefficiency Pain5
Surface Problem4
Delivery
Feature Cascade52
Cost/Benefit Reframe18
Feature Breakdown8
Validation
Track Record Proof11
Risk Reversal6
Guarantee4
Top Transitions
Opening→Context
67
Context→Delivery
50
Shift→Close
49
Delivery→Validation
46
Validation→Shift
32
Intelligence
Psychology Landscape
Distribution of psychological missions across all decoded ads.
Closure Delivery
24Loss Aversion
22Threat Reduction
18Curiosity Gap
17Competence Restoration
15Social Validation
12Novelty Reward
5Emotional Spike
5Hope Projection
3Empathy Connection
3Intrinsic Motivation
3Behavioural Disruption
1Algorithm Radar
What algorithms are these ads optimized for — the hidden intent behind the creative.
Value Stack Acceleration
32CTA Optimized Conversion
17Mechanism Reveal
14Discovery Education Driver
14Micro Story Payoff Engine
11Offer Stack Overwhelm
9Retention Loop Engine
8Curiosity Gap Compression
6Problem Agitate Solve
5Emotional Arc Escalation
3Social Proof Accelerator
3Novelty Pattern Injection
3Identity Resolution Hook
1Community Belonging Engine
1Contradictory Pattern Interrupt
1Platform Signals
FB dominates (100%)
Benefit First
28
Product First
24
Soft CTA
20
Problem First
18
Pain To Relief
18
UGC Trust Demo
9
Price Anchor
3
Category Reframe
2
Visual Demo Logic
2
Mechanism Explainer
2
Psychological Mechanisms
The specific psychological levers used across all ads — the tactical moves behind the strategy.
Resolution Statement
24
Narrative Closure
22
Fear Of Loss
21
Negative Future Projection
20
Fear Cancellation
18
Uncertainty Resolution
18
Scarcity Cue
17
Soothing Tone
17
Open Loop Tease
17
Reassurance Statement
17
Information Withholding
17
Solution Assurance
16
Knowledge Simplification
15
Risk Priming
14
Step Clarity
14
Pipeline Confidence
60%Overall avg confidence
Message Role Offer74%
128 samples
Psychology65%
128 samples
Message Role Behavioural65%
128 samples
Message Role Funnel59%
128 samples
Creative Behavior57%
128 samples
Platform Behaviour57%
128 samples
Video Type54%
128 samples
Algo Intent49%
128 samples
Funnel Intelligence
16%TOF
43%MOF
41%BOF
Awareness
16%
21 ads
Consideration
43%
55 ads
Conversion
41%
52 ads
Message Intent
Behavioral Role
Peer Recommend
48
Emotional Expression
14
Nurture Audience
13
Demonstrate Method
11
Demand Generation Prime
10
Sell Product Direct
8
Soft Sell Value Frame
5
Teach Explain
4
Funnel Position
Funnel Offer Conversion
54
Funnel Awareness Prime
26
Funnel Solution Positioning
19
Funnel Education Value
16
Funnel Retention Nurture
13
Offer State
Offer None
54
Offer Present
43
Offer Promotional
23
Offer Urgent
8
Angle Playbook
TOF 16%MOF 43%BOF 41%
Top of Funnel
Origin Story
75%
Myth Busting
65%
Education Value
54%
Trend Culture
22%
Aspirational Identity
11%
Mid Funnel
Problem Solution
3225%
How To Tutorial
1310%
Comparison Vs
54%
Ingredient Science
32%
Behind The Scenes
22%
Bottom Funnel
Product Launch
2217%
Offer Urgency
1512%
Social Proof Results
86%
Value Stack
43%
Guarantee Risk Reversal
22%
Seasonal Trigger
11%
Visual DNA
Aggregated visual characteristics from decoded ads.
Framing
medium close-up
337
medium shot
237
close-up hands
236
product in use
148
close-up detail
140
product in environment
137
close-up product
104
product in hand
95
Camera Movement
static locked
1374
static handheld
268
subtle handheld
48
tracking forward
28
pan right
18
float drift
16
push in
14
slow zoom in
12
Color & Mood
natural green
348
neutral palette
284
warm earth tones
275
clean white minimal
165
bright and saturated
138
warm golden
69
coffee warm
67
pink dominant
67
Lighting
soft window light
741
cool daylight
345
kitchen bright
167
neon colored
91
overhead fluorescent
79
harsh direct sun
74
warm golden hour
63
dappled natural
52
Enhanced Vision
Visual editing patterns, pacing, and product placement across all decoded ads.
Visual Energy Arc
5.7OPEN
5.4CONT
5TENS
4.9DELI
4.6VALI
4.2SHIF
4.4CLOS
Pacing Feel
dead stop
150
steady and rhythmic
78
alternating long short
61
slow and deliberate
52
rapid fire
48
single sustained shot
20
pulse and pause
14
product rhythm
10
Edit Transitions
hard cut
1789
continuous shot
24
none
23
split reveal
4
dissolve
2
jump cut
2
whip pan
1
fade to black
1
Talent Expression
silent and visual only
645
calm and confident
365
instructional and patient
211
matter of fact
176
excited and fast-paced
98
surprised and delighted
91
proud and showing off
34
casual and offhand
30
Edit Rhythm
Close
1.6 cuts·2.97s avgShift
1.8 cuts·2.7s avgContext
3.9 cuts·2.6s avgOpening
4.7 cuts·4.2s avgTension
3.2 cuts·4.37s avgDelivery
3.9 cuts·3.6s avgValidation
2.4 cuts·3.87s avgProduct Visibility
Close
88%Shift
79%Context
66%Opening
80%Tension
47%Delivery
69%Validation
70%Text Overlay Usage
Close
70%Shift
83%Context
82%Opening
78%Tension
88%Delivery
75%Validation
79%Vision Deep Cuts
Camera Angles
eye level straight
59%
overhead slight angle
12%
slightly above
9%
overhead
8%
kitchen counter level
5%
overhead hands
3%
desk level
2%
symmetrical center
2%
Scene Settings
kitchen counter
27%
wooden cutting board
20%
kitchen counter with white surface, bright orange sunset lamp in background
12%
living room with a white sofa, dark green plant in a pot
11%
white table against a light colored wall
8%
living room with a white sofa and plant in the background
8%
outdoor, lush green foliage, bright blue sky
7%
wooden table
7%
Subject Types
woman mid-20s, dark
20%
woman mid-20s, long
15%
woman mid-20s, short
12%
Woman in a
8%
woman in her
8%
hand holding a
8%
man mid-20s, curly
8%
woman mid-30s, dark
8%
woman mid-20s, blonde
8%
woman in pink
7%
Text Styles
bold word highlight
26%
platform native captions
23%
minimal sans serif
20%
bold impact uppercase
17%
brand styled title
9%
floating label
3%
handwritten style
1%
stat callout
1%
Product Placement Types
purple product pouches stacked in the background
26%
purple pouch held upright, label facing camera, bottom visible
17%
glass of iced drink held in left hand, partially obscured by face
17%
glass with beverage held in right hand
11%
piece of bread held in hand, buttered
8%
two purple 'spacegoods rainbow dust' pouches in the background.
8%
held in left hand, green drink with metal straw
7%
clear glass mug with dark liquid, two purple 'spacegoods rainbow dust' pouches.
7%
Framing × Beat
Close
product in use
28
medium close-up
23
product in environment
18
Shift
medium close-up
34
product in environment
15
medium shot
14
Context
medium close-up
50
medium shot
45
close-up detail
31
Opening
close-up hands
92
medium close-up
87
product in use
67
Lighting × Beat
Close
soft window light
58
cool daylight
25
high key even
7
Shift
soft window light
40
cool daylight
15
kitchen bright
9
Context
soft window light
98
cool daylight
58
kitchen bright
34
Opening
soft window light
278
cool daylight
106
kitchen bright
37
Color Mood × Beat
Close
neutral palette
23
coffee warm
22
warm earth tones
18
Shift
neutral palette
26
warm earth tones
18
natural green
15
Context
natural green
70
neutral palette
37
warm earth tones
33
Opening
natural green
127
warm earth tones
111
neutral palette
93
Linguistic DNA
How the copy is actually built — sentence structures, cadence, and feature placement.
Point of View
first person
55%
185 beats
second person
36%
122 beats
mixed
6%
19 beats
third person
4%
12 beats
Sentence Cadence by Beat
| Medium | |
|---|---|
Close | 28% |
Shift | 35% |
Context | 35% |
Opening | 33% |
Tension | 51% |
Delivery | 41% |
Validation | 35% |
Top Sentence Templates
6
{thing}
Opening5
{brand_name}.
Shift4
Thanks for watching!
Opening4
You can't go wrong with {item}.
Validation4
{audience}
Opening3
Thank you.
Close3
I found my zen with this {item}.
Opening3
It's {intensity_phrase} {evaluative_judgment}.
Validation3
These are our {item}.
Validation3
{engagement_action}.
Close2
This is {intensity_phrase}.
Close2
{item_1}, {item_2}, {item_3}.
Shift2
{emotional_tone}
Delivery2
This {item} from {entity} has changed my life.
Context2
{item}... {action_verb} the {thing}.
DeliveryFeature Density by Beat
Close
21% carry featuresShift
35% carry featuresContext
53% carry featuresOpening
22% carry featuresTension
57% carry featuresDelivery
73% carry featuresValidation
54% carry featuresSlot Types by Category
Close
action_verb 34item 23thing 16cta_verb 14
Shift
item 33action_verb 31thing 15intensity_phrase 14
Context
item 76action_verb 29thing 26intensity_phrase 18
Opening
item 68thing 39action_verb 31intensity_phrase 14
Tension
thing 18item 17action_verb 17quantity_descriptor 13
Linguistic Deep Cuts
Sentence Roles
delivery
38%
context
17%
opening
16%
close
10%
validation
7%
CLOSE
4%
DELIVERY
4%
OPENING
1%
VALIDATION
1%
TENSION
1%
POV × Beat Type
Close
Second Person
22
First Person
8
mixed
3
Shift
First Person
19
Second Person
17
Context
First Person
28
Second Person
16
Third Person
3
Opening
First Person
37
Second Person
23
mixed
2
Tension
First Person
12
Second Person
8
Third Person
2
Top Copy Phrases by Slot
calm
calm1
code
MELDRUM1
Meldrum1
SOAP1
item
coffee17
mushrooms14
sourdough8
butter8
latte6
mate
mate1
oven
oven1
task
a full task1
Format × Psychology Matrix
| Behavioural | Closure Deli | Competence R | Curiosity Ga | Emotional Sp | Empathy Conn | Hope Project | Intrinsic Mo | Loss Aversio | Novelty Rewa | Social Valid | Threat Reduc | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Brand Film | 2 | 1 | ||||||||||
| Founder To Camera | 2 | 1 | ||||||||||
| Lifestyle | 1 | 2 | 2 | 1 | 1 | |||||||
| Product Demo | 11 | 4 | 4 | 2 | 2 | 1 | 1 | 1 | ||||
| Product Hero | 2 | 1 | 2 | 1 | 2 | |||||||
| Slideshow Statics | 1 | |||||||||||
| Talking Head B-Roll | 1 | 3 | 3 | 1 | 3 | 1 | ||||||
| Talking Head Product | 1 | 2 | 3 | 8 | 3 | 5 | 10 | |||||
| Talking Head Solo | 3 | 1 | 1 | 1 | ||||||||
| Voiceover B-Roll | 3 | 3 | 7 | 1 | 1 | 1 | 1 | 7 | 1 | 1 | 4 |
Duration Intelligence
42s
Average
34s
Median
24–52s
Sweet Spot
52s
75th Percentile
By Vertical
Health Supplements: 46s (59)Food Beverage: 39s (55)Beauty Skincare: 33s (14)
Deep Intelligence
Cross-Dimensional Intelligence
Mechanism Co-occurrence
Which psychological mechanisms cluster together in the same ad
narrative_closure+resolution_statement22×
fear_of_loss+negative_future_projection19×
fear_cancellation+uncertainty_resolution18×
information_withholding+open_loop_tease17×
fear_cancellation+reassurance_statement17×
fear_cancellation+soothing_tone17×
reassurance_statement+uncertainty_resolution17×
soothing_tone+uncertainty_resolution17×
fear_of_loss+scarcity_cue16×
reassurance_statement+soothing_tone16×
knowledge_simplification+solution_assurance15×
negative_future_projection+scarcity_cue15×
Scaling Ad DNA
124 scaling ads vs 128 total — avg 42s
Psychology
Closure Delivery
24
Loss Aversion
20
Curiosity Gap
17
Threat Reduction
17
Competence Restoration
14
Hooks
Curiosity Spike
19
Open Loop Statement
18
Contrast Setup
14
Process Teaser
11
Data Point Start
10
Beat Time %
OPENING
34
DELIVERY
24
CONTEXT
23
TENSION
15
CLOSE
14
VALIDATION
14
SHIFT
12
Confidence-Weighted Distributions
Weighted by agent confidence — higher-confidence classifications count more
Psychology (Confidence-Weighted)
Novelty Reward
0.81
Behavioural Disruption
0.78
Loss Aversion
0.76
Social Validation
0.74
Competence Restoration
0.72
Threat Reduction
0.7
Empathy Connection
0.69
Closure Delivery
0.68
Hope Projection
0.61
Emotional Spike
0.47
Algo Intent (Confidence-Weighted)
Problem Agitate Solve
0.74
Offer Stack Overwhelm
0.71
Value Stack Acceleration
0.71
Social Proof Accelerator
0.7
Mechanism Reveal
0.69
Micro Story Payoff Engine
0.68
Contradictory Pattern Interrupt
0.62
Discovery Education Driver
0.46
Emotional Arc Escalation
0.3
Retention Loop Engine
0.22
Source & Meta Intelligence
Platform Sources
facebook
100%
Script Complexity
Avg tokens147
Median121
P25–P7512–218
Ads with data128
Vision Coverage
95%
121 of 128 ads have vision data
Ad Library Coverage
97%
124 of 128 have library data
Avg 89 active days
Agent Intelligence Signals
Detected Signals
no product mention
8
다음 영상 예고
5
No product or offer mentioned
5
no product or offer mentioned
5
감사 인사
4
personal endorsement
4
no instructions
3
cortisol-lowering claim
3
no step-by-step instructions
3
no discount or deadline language
3
heart emojis
2
100% celiac safe
2
Principles × Beat Type
Close
Loss Aversion
17
Commitment Bias
16
Social Proof
12
Shift
Loss Aversion
10
Cost/Benefit Shift
10
Specificity Bias
7
Context
Specificity Bias
23
Goal Context
11
Authority Transfer
9
Opening
Curiosity Gap
26
Specificity Bias
23
Completion Bias
22
Classification Confidence
Vertical128 samples
82%
Marketing Angle128 samples
61%
Cross-Category
Cross-Category Heatmap
| Beauty & Skincare | Food & Beverage | Health & Supplements | |
|---|---|---|---|
| Specificity Bias | 14 | 30 | 67 |
| Loss Aversion | 7 | 9 | 37 |
| Completion Bias | 4 | 18 | 19 |
| Social Proof | 3 | 12 | 22 |
| Curiosity Gap | 4 | 15 | 13 |
| Cognitive Fluency | 2 | 10 | 11 |
| Authority Transfer | 5 | 17 | |
| Cognitive Dissonance | 12 | 8 | |
| Cost/Benefit Reframe | 2 | 5 | 13 |
| Risk Reversal | 1 | 7 | 11 |
Principle Pairs
Behavioural principles that appear together most often — the power combos.
| Principle A | Principle B | Count |
|---|---|---|
| Loss Aversion | Specificity Bias | 30 |
| Social Proof | Specificity Bias | 18 |
| Authority Transfer | Specificity Bias | 18 |
| Curiosity Gap | Specificity Bias | 16 |
| Cost/Benefit Reframe | Specificity Bias | 16 |
| Cognitive Fluency | Specificity Bias | 15 |
| Completion Bias | Specificity Bias | 15 |
| Commitment Bias | Specificity Bias | 14 |
| Loss Aversion | Social Proof | 13 |
| Cost/Benefit Reframe | Loss Aversion | 12 |
Category Deep Cuts
Beauty & Skincare14 ads
Talking Head Product (57%)Open Loop StatementLoss Aversion
Full breakdown
Food & Beverage55 ads
Product Demo (40%)Curiosity SpikeClosure Delivery
Top scaler: Wildgrain (363d)
Full breakdown
Health & Supplements59 ads
Talking Head Product (32%)Contrast SetupLoss Aversion
Top scaler: Spacegoods (267d)
Full breakdown
Category War Room
Health Supplements59 ads
Avg 46s·Scale 93.2%
Top Hooks: Contrast Setup (7), Tribe Call-out (6), Curiosity Spike (5)
Top Closes: Lesson (3), Redirect (13), Soft CTA (6)
Psychology: Loss Aversion (14), Closure Delivery (7)
Most Distinctive: Prescriptive Cascade
Food Beverage55 ads
Avg 39s·Scale 100%
Top Hooks: Contrast Setup (5), Process Teaser (6), Curiosity Spike (14)
Top Closes: Lesson (3), Soft CTA (4), Punchline (3)
Psychology: Curiosity Gap (11), Loss Aversion (5)
Most Distinctive: Unexpected Fact Start
Beauty Skincare14 ads
Avg 33s·Scale 100%
Top Hooks: Symptom Stack (1), Contrast Setup (2), Data Point Start (1)
Top Closes: Redirect (1), Soft CTA (3), Open Loop (1)
Psychology: Curiosity Gap (2), Loss Aversion (3)
Most Distinctive: Open Loop Statement
Category Divergence Index
How different each vertical's creative mix is from the global average
Beauty Skincare
0.50 — Novelty Reward
Food Beverage
0.23 — Competence Restoration
Health Supplements
0.16 — Empathy Connection
Hook × Category
| Health Suppl | Food Beverag | Beauty Skinc | |
|---|---|---|---|
| Open Loop Statement | 6 | 9 | 4 |
| Curiosity Spike | 5 | 14 | |
| Contrast Setup | 7 | 5 | 2 |
| Process Teaser | 4 | 6 | 1 |
| Data Point Start | 5 | 4 | 1 |
| Tribe Call-out | 6 | 1 | 1 |
| Symptom Stack | 4 | 2 | 1 |
| Discovery Moment | 5 | 1 | |
| Identity Hook | 2 | 2 | 1 |
| Direct Question Hook | 4 | 1 |
Psychology × Category
| Health Suppl | Food Beverag | Beauty Skinc | |
|---|---|---|---|
| Closure Delivery | 7 | 14 | 3 |
| Loss Aversion | 14 | 5 | 3 |
| Threat Reduction | 13 | 3 | 2 |
| Curiosity Gap | 4 | 11 | 2 |
| Competence Restoration | 5 | 10 | |
| Social Validation | 7 | 4 | 1 |
| Emotional Spike | 2 | 2 | 1 |
| Novelty Reward | 1 | 2 | 2 |
| Empathy Connection | 3 | ||
| Intrinsic Motivation | 1 | 2 |
End Frame
End Frame Intelligence
CTA vs Narrative Close Split
CTA 20%
Narrative 80%
CTA Types (17)Soft CTADirect CTA
Narrative Types (66)Try This TodayPunchlineHumor CloseOpen LoopSequel TeaseComment PromptMessage MeRedirectLessonCommunity InviteRetention HookSave/share PromptPounchline CloseOffer Tease
Close Type Distribution
Redirect
15
Try This Today
15
Soft CTA
13
Lesson
6
Sequel Tease
5
Punchline
4
Direct CTA
4
Offer Tease
4
Retention Hook
4
Comment Prompt
3
Open Loop
2
Humor Close
2
Close Duration (seconds)
Redirect
4.6s (n=15)
Try This Today
4.1s (n=15)
Soft CTA
4.1s (n=13)
Lesson
2.8s (n=6)
Sequel Tease
11.7s (n=5)
Punchline
4.1s (n=4)
Direct CTA
6.2s (n=4)
Offer Tease
3.5s (n=4)
Close POV Distribution
Redirect
Second Person 6First Person 2
Try This Today
Second Person 5First Person 2
Soft CTA
Second Person 2First Person 1
Lesson
First Person 1Second Person 1
Direct CTA
Second Person 3
Offer Tease
Second Person 1
Close × Vertical
| Health Suppl | Food Beverag | Beauty Skinc | |
|---|---|---|---|
| Redirect | 13 | 1 | 1 |
| Try This Today | 8 | 7 | |
| Soft CTA | 6 | 4 | 3 |
| Lesson | 3 | 3 | |
| Sequel Tease | 2 | 3 | |
| Punchline | 1 | 3 | |
| Direct CTA | 1 | 2 | 1 |
| Offer Tease | 3 |
Close ← Hook Pairings
Redirect
Contrast Setup 4Direct Question Hook 3Identity Hook 1
Try This Today
Open Loop Statement 4Contrast Setup 2Contradiction Hook 2
Soft CTA
Process Teaser 3Discovery Moment 3Contrast Setup 2
Lesson
Data Point Start 2Contradiction Hook 1Open Loop Statement 1
Sequel Tease
Curiosity Spike 3Contrast Setup 1Data Point Start 1
Punchline
Contrast Setup 1Tribe Call-out 1Curiosity Spike 1
Direct CTA
Process Teaser 1Tribe Call-out 1Data Point Start 1
Offer Tease
Contrast Setup 1Process Teaser 1Discovery Moment 1
Close Visual Signatures
RedirectText on screen: 77%
Product In Use 7Medium Close-up 7Two Shot 2Close-up Hands 2Medium Shot 1
Try This TodayText on screen: 73%
Product In Environment 7Text Card 2Close-up Hands 2Medium Close-up 2Product In Hand 2
Soft CTAText on screen: 79%
Medium Close-up 9Product In Environment 2B-roll Product 1Product In Hand 1Overhead Flat Lay 1
LessonText on screen: 100%
Product In Environment 3Close-up Hands 1Product In Hand 1Close-up Product 1
Sequel TeaseText on screen: 35%
Product In Use 10Close-up Hands 3After Shot 2Close-up Detail 2Product In Environment 2
PunchlineText on screen: 100%
Product In Environment 3Close-up Hands 1Overhead Hands 1Medium Close-up 1Product In Hand 1
Direct CTAText on screen: 50%
Product In Use 1Close-up Detail 1Medium Close-up 1Product In Hand 1
Offer TeaseText on screen: 0%
—Featured Decodes
267dSpacegoods
Social ValidationTribe Call-Out
Talking Head Product6 beats42s
285dChamberlain Coffee
Closure DeliveryProcess Teaser
Product Demo6 beats41s
258dWildgrain
Curiosity GapCuriosity Spike
Voiceover B-Roll1 beats28s
362dWildgrain
Competence RestorationProcess Teaser
Product Demo6 beats25s
363dWildgrain
Threat ReductionOpen Loop Statement
Voiceover B-Roll6 beats25s
Past Weeks
Creative Intelligence — Week 12Creative Intelligence — Week 10Creative Intelligence — Week 9Creative Intelligence — Week 6Creative Intelligence — Week 8Creative Intelligence — Week 7Creative Intelligence — Week 5Creative Intelligence — Week 4Creative Intelligence — Week 3Creative Intelligence — Week 2Creative Intelligence — Week 1
Frequently Asked Questions
1
What does this weekly creative intelligence report cover?
128 high-performing video ads decoded across 3 verticals. Not surface-level summaries. Structural formulas: which hooks are scaling, which psychology is converting, which beat architectures are running longest. The patterns that separate winning creative from the 70-90% that fail.
2
How does Heista decode ad creative?
Every ad is reverse-engineered into its structural formula: beat-by-beat architecture, hook type, psychological mechanism, visual DNA, and timing. The same intelligence a creative strategist charges $10K+/month to produce, extracted in 30 seconds. This weekly report aggregates those formulas to surface what's working right now.
3
How can I use these formulas in my own ads?
The Playbook section gives you specific formulas to test this week. The Scaling Leaderboard shows which structures are running longest (proven, not theoretical). Sign up for Heista to decode any ad yourself, generate ready-to-shoot scripts on proven formulas, and brief creators with shot-by-shot specs and visual direction. Your brand voice and product details load automatically.
4
How often are new reports published?
Every week. New ads decoded, new patterns surfaced, new formulas identified. Category-specific intelligence drops are also published weekly if you want to go deeper into your vertical.
