Creative Intelligence — Week 12
Jul 6-Jul 12, 2026
142
ads decoded across 4 verticals
+142 new this week
The Movers
Hottest Pattern
Specificity Bias
7%4 of 4 verticals
Appearing in 4 of 4 verticals
Fastest Riser
Authority Transfer
+2%
Up 2% from last week
Biggest Drop
Loss Aversion
3%
Down 3% from last week
Scaling Leaderboard
| # | Brand | Scaled |
|---|---|---|
| 01 |  Pulsio | 680d |
| 02 |  Pulsio | 486d |
| 03 |  Pulsio | 484d |
| 04 |  Pulsio | 428d |
| 05 |  Pulsio | 428d |
| 06 |  Pulsio | 366d |
| 07 |  Pulsio | 336d |
| 08 |  Pulsio | 331d |
| 09 |  Pulsio | 300d |
| 10 |  Pulsio | 300d |
Ad of the Week
AD OF THE WEEK486d activePulsio
Fitness
Talking Head B-RollData Point StartHow To Tutorial
7 beats · 1:19 · 486d scaled
Specificity BiasCredibility HeuristicExpectation AnchoringVerification MotivationSelf-Disclosure HeuristicEmpathy Induction
Format War
Talking Head Product
23%-18%
Talking Head B-Roll
22%NEW
Voiceover B-Roll
21%-8%
Founder To Camera
10%+4%
Talking Head Solo
10%NEW
Lifestyle
4%
Before/After
3%NEW
Product Demo
3%-3%
Unboxing
1%NEW
Interview Podcast
1%NEW
Content Mix
What KIND of content is winning — tutorial, demo, skit, story, etc.
Product Demo
45
UGC Testimonial
33
Expert Insight
12
Problem Solution
12
Entertainment
9
Emotional Expression
8
Founder Origin
4
Brand Manifesto
4
Listicle
3
Life Insight
3
Objection Buster
2
Ingredient Science
2
Day In Life
1
Tutorial How To
1
Story Experience
1
Commentary Analysis
1
Routine Integration
1
Hook Leaderboard
Data Point Start
13%-5%
Open Loop Statement
10%-8%
Contrast Setup
8%NEW
Process Teaser
8%
Contradiction Hook
8%-4%
Curiosity Spike
8%NEW
Story Start
7%
Tribe Call-out
6%
Discovery Moment
6%NEW
Disruptive Statement
4%
Hook Spotlight
Data point startTop hook this week
“I own four Pilates studios doing about $2.2 million combined. Opening locations one and two felt like momentum.”
Alex Hormozi · Info Products
“Anything that I can do to keep my energy consistent, I'm on board.”
DrinkLMNT · Health Supplements
“When we realize that there's no one way to become a mom, there's a real opportunity for self-expression.”
DrinkLMNT · Health Supplements
Hook Performance
Top Performing Hook
Challenge intro
222d avg lifespan · 2 ads
Challenge intro
222d2
Process teaser
180d12
Contrast setup
172d12
Symptom stack
147d2
Data point start
138d18
Discovery moment
113d8
Direct question hook
101d5
Provocation
98d4
Pattern observation
94d2
Story start
93d10
Disruptive statement
88d6
Open loop statement
83d14
Tribe call-out
83d8
Contradiction hook
81d12
Parallel list open
77d3
Curiosity spike
57d11
Past-self open
41d1
Hypothetical scenario
36d1
Unexpected fact start
32d2
Hidden truth reveal
32d1
Prescriptive cascade
28d2
Role-specific opening
16d5
Avg across all hooks: 105d
Hook Observatory
Data Point Start18 ads
Avg 8.1sScale 100%
Open Loop Statement14 ads
Avg 8.9sScale 100%
Contrast Setup12 ads
Avg 6.8sScale 100%
Process Teaser12 ads
Avg 6sScale 100%
Contradiction Hook12 ads
Avg 6.7sScale 100%
Hook × Vertical
| Health Suppl | Fitness | Info Product | Fashion Appa | |
|---|---|---|---|---|
| Data Point Start | 7 | 4 | 5 | 2 |
| Open Loop Statement | 8 | 1 | 3 | 2 |
| Contrast Setup | 7 | 4 | 1 | |
| Process Teaser | 5 | 5 | 1 | 1 |
| Contradiction Hook | 4 | 2 | 4 | 2 |
Hook × Psychology
| Competence R | Loss Aversio | Threat Reduc | Social Valid | Status Asser | Emotional Sp | |
|---|---|---|---|---|---|---|
| Data Point Start | 4 | 4 | 4 | 4 | 2 | |
| Open Loop Statement | 5 | 2 | 2 | 1 | ||
| Contrast Setup | 2 | 4 | 2 | 1 | ||
| Process Teaser | 5 | 2 | 3 | 1 | ||
| Contradiction Hook | 4 | 4 | 2 |
Hook Duration (seconds)
Data Point Start
8.1s (med 7.5s)
Open Loop Statement
8.9s (med 7.5s)
Contrast Setup
6.8s (med 6.5s)
Process Teaser
6s (med 6.3s)
Contradiction Hook
6.7s (med 6.6s)
Scaling Conversion Rate
Data Point Start
100% (18/18)
Open Loop Statement
100% (14/14)
Contrast Setup
100% (12/12)
Process Teaser
100% (12/12)
Contradiction Hook
100% (12/12)
Curiosity Spike
100% (11/11)
Story Start
100% (10/10)
Discovery Moment
100% (8/8)
Visual Signatures
Data Point Start
Medium Close-up 30Medium Shot 9Product In Environment 7Medium Wide 4Product In Hand 4
Open Loop Statement
Medium Close-up 19Medium Shot 6Overhead Flat Lay 5Wide Shot 4Close-up Hands 4
Contrast Setup
Medium Shot 13Medium Close-up 11Medium Wide 7Wide Shot 4Close-up Face 2
Process Teaser
Medium Close-up 23Medium Shot 8Close-up Hands 5Product In Environment 4Close-up Product 3
Contradiction Hook
Medium Close-up 22Medium Shot 5Close-up Face 3Selfie Frame 2Talking Head Classic 1
Linguistic Signatures
Data Point Start
First Person 8Second Person 2Mixed 1Third Person 1
Medium 15Low 14High 2
Open Loop Statement
First Person 5Second Person 2
Low 8Medium 6High 1
Contrast Setup
First Person 6Second Person 2Mixed 1
Medium 12Low 10
Process Teaser
First Person 7Mixed 1Second Person 1
Low 7Medium 7
Contradiction Hook
Second Person 4First Person 3
Low 6Medium 6High 1
Hook → Close Pairings
Data Point Start
Redirect 3Lesson 2Soft CTA 2
Open Loop Statement
Soft CTA 3Open Loop 2Lesson 1
Contrast Setup
Redirect 5Direct CTA 2Open Loop 1
Process Teaser
Redirect 5Punchline 3Soft CTA 1
Contradiction Hook
Redirect 3Next Step CTA 3Lesson 1
Beat Intelligence
Avg Time Allocation
18%
18%
18%
13%
12%
11%
9%
Context18%
Delivery18%
Opening18%
Tension13%
Validation12%
Shift11%
Close9%
Top Subtypes by Category
Close
Redirect37
Direct CTA14
Open Loop11
Shift
The Easy Way23
Hidden Truth14
Cost/Benefit Shift9
Context
Object Intro26
Relatability Setup21
Process Setup14
Opening
Data Point Start18
Open Loop Statement14
Contrast Setup12
Tension
Hidden Problem20
Inefficiency Pain17
Surface Problem6
Delivery
Feature Cascade41
Cost/Benefit Reframe21
Feature Breakdown18
Validation
Track Record Proof20
Measured Transformation14
Risk Reversal10
Top Transitions
Opening→Context
85
Delivery→Validation
69
Shift→Close
64
Context→Delivery
59
Tension→Delivery
51
Intelligence
Psychology Landscape
Distribution of psychological missions across all decoded ads.
Competence Restoration
41Loss Aversion
32Threat Reduction
21Social Validation
14Emotional Spike
6Closure Delivery
6Status Assertion
6Hope Projection
5Curiosity Gap
4Intrinsic Motivation
3Meaning Making
2Belonging Signal
1Behavioural Disruption
1Algorithm Radar
What algorithms are these ads optimized for — the hidden intent behind the creative.
Value Stack Acceleration
33Problem Agitate Solve
21Mechanism Reveal
20Social Proof Accelerator
17Discovery Education Driver
15CTA Optimized Conversion
6Micro Story Payoff Engine
5Authority Credibility Transfer
5Retention Loop Engine
4Emotional Arc Escalation
4Offer Stack Overwhelm
3Curiosity Gap Compression
3Scarcity Urgency Engine
2Transformation Arc Engine
2Identity Resolution Hook
1Contradictory Pattern Interrupt
1Platform Signals
FB dominates (100%)
Product First
33
Pain To Relief
26
Benefit First
20
Soft CTA
11
Social Proof
11
Problem First
11
UGC Trust Demo
10
Mechanism Explainer
6
Expert Frame
4
Hard CTA
3
Psychological Mechanisms
The specific psychological levers used across all ads — the tactical moves behind the strategy.
Solution Assurance
41
Knowledge Simplification
41
Step Clarity
39
Competence Reframing
35
Fear Of Loss
32
Avoidance Trigger
30
Negative Future Projection
30
Risk Priming
29
Scarcity Cue
24
Reassurance Statement
21
Uncertainty Resolution
21
Soothing Tone
19
Fear Cancellation
18
Consensus Cue
14
Testimonial Reference
14
Pipeline Confidence
70%Overall avg confidence
Message Role Offer74%
142 samples
Message Role Behavioural74%
142 samples
Psychology71%
142 samples
Video Type70%
142 samples
Message Role Funnel70%
142 samples
Creative Behavior67%
142 samples
Platform Behaviour67%
142 samples
Algo Intent64%
142 samples
Funnel Intelligence
13%
54%MOF
33%BOF
Awareness
13%
19 ads
Consideration
54%
76 ads
Conversion
33%
47 ads
Message Intent
Behavioral Role
Peer Recommend
54
Build Authority
16
Sell Product Direct
15
Solve Your Problem
10
Emotional Expression
10
Soft Sell Value Frame
9
Teach Explain
7
Story Share
4
Funnel Position
Funnel Offer Conversion
84
Funnel Solution Positioning
26
Funnel Awareness Prime
14
Funnel Education Value
13
Funnel Retention Nurture
4
Funnel Problem Agitation
1
Offer State
Offer Present
58
Offer None
37
Offer Promotional
29
Offer Urgent
18
Angle Playbook
TOF 13%MOF 54%BOF 33%
Top of Funnel
Origin Story
118%
Education Value
54%
Aspirational Identity
21%
Problem Awareness
11%
Mid Funnel
Problem Solution
3927%
How To Tutorial
2618%
Ingredient Science
64%
Expert Authority
32%
Comparison Vs
21%
Bottom Funnel
Offer Urgency
1511%
Social Proof Results
118%
Guarantee Risk Reversal
96%
Value Stack
86%
Product Launch
43%
Visual DNA
Aggregated visual characteristics from decoded ads.
Framing
medium close-up
756
medium shot
421
close-up hands
164
close-up detail
108
close-up product
104
wide shot
84
medium wide
80
product in environment
71
Camera Movement
static locked
1771
static handheld
295
tracking forward
74
subtle handheld
52
follow subject
25
scroll capture
23
slow zoom in
8
pan right
6
Color & Mood
neutral palette
543
clean white minimal
445
natural green
241
bright and saturated
202
pink dominant
164
cool blue steel
114
dark and moody
90
industrial grey
85
Lighting
cool daylight
956
soft window light
416
studio softbox
161
harsh direct sun
90
overhead fluorescent
90
kitchen bright
81
gym fluorescent
74
dappled natural
69
Enhanced Vision
Visual editing patterns, pacing, and product placement across all decoded ads.
Visual Energy Arc
5.9OPEN
5.2CONT
4.5TENS
4.4DELI
4.4VALI
4.7SHIF
4.5CLOS
Pacing Feel
dead stop
303
rapid fire
86
alternating long short
70
steady and rhythmic
58
slow and deliberate
52
single sustained shot
30
pulse and pause
12
synced to speech
11
Edit Transitions
hard cut
2194
jump cut
55
continuous shot
18
none
14
fade to black
5
dissolve
4
screen recording cut
3
picture in picture transition
3
Talent Expression
calm and confident
586
instructional and patient
380
excited and fast-paced
260
silent and visual only
194
matter of fact
171
passionate and intense
108
motivational and pumped
86
surprised and delighted
66
Edit Rhythm
Close
1.6 cuts·3.08s avgShift
1.8 cuts·2.28s avgContext
3.6 cuts·3.72s avgOpening
4 cuts·4.15s avgTension
2.9 cuts·4.41s avgDelivery
3.3 cuts·3.56s avgValidation
2.3 cuts·3.34s avgProduct Visibility
Close
57%Shift
51%Context
59%Opening
48%Tension
46%Delivery
56%Validation
62%Text Overlay Usage
Close
92%Shift
92%Context
91%Opening
93%Tension
93%Delivery
91%Validation
95%Vision Deep Cuts
Camera Angles
eye level straight
71%
overhead
8%
overhead slight angle
6%
slightly above
6%
selfie standard
3%
profile right
3%
screen capture angle
2%
from behind
2%
Scene Settings
bedroom, white bed, white pillows
19%
outdoor patio, wooden ceiling visible overhead
18%
dark wooden table, plain wall background
13%
pink office room with desk
11%
gym with grey walls, exercise equipment
10%
light green quilted surface
10%
outdoor patio with wooden ceiling, green foliage in background
9%
Outdoor patio or porch with wooden ceiling and glimpses of greenery.
9%
Subject Types
woman in her
26%
man with long
11%
woman mid-20s, dark
11%
man mid-30s, long
10%
man with beard,
8%
woman mid-20s, blonde
8%
man with beard
7%
woman in mid-20s,
7%
man, mid-30s, long
6%
Man, mid-30s, long
6%
Text Styles
bold impact uppercase
42%
minimal sans serif
23%
bold word highlight
17%
platform native captions
11%
neon glow
2%
brand styled title
2%
floating label
1%
full screen text
1%
Product Placement Types
leg compression boots on legs, device held in hands
24%
compression boots on legs
12%
product box held in both hands, logo facing camera
12%
PULSIO control unit held in hands, with boots in background
12%
wearing the full magenta hoodie and sweatpants set
10%
Clear glass jar with label facing camera, held by hand
10%
Wooden lid on glass jar, keychain and bracelet beside it
10%
egg-shaped case opened to show grey pads, held in both hands
10%
Framing × Beat
Close
medium close-up
41
medium shot
22
text card
9
Shift
medium close-up
49
medium shot
32
close-up hands
13
Context
medium close-up
111
medium shot
55
close-up hands
33
Opening
medium close-up
236
medium shot
90
medium wide
26
Lighting × Beat
Close
cool daylight
65
soft window light
24
studio softbox
12
Shift
cool daylight
62
soft window light
28
screen glow
13
Context
cool daylight
147
soft window light
68
studio softbox
24
Opening
cool daylight
243
soft window light
102
studio softbox
47
Color Mood × Beat
Close
neutral palette
41
clean white minimal
35
pink dominant
19
Shift
clean white minimal
38
neutral palette
36
bright and saturated
19
Context
clean white minimal
87
neutral palette
63
natural green
34
Opening
neutral palette
161
clean white minimal
81
natural green
67
Linguistic DNA
How the copy is actually built — sentence structures, cadence, and feature placement.
Point of View
first person
48%
258 beats
second person
41%
222 beats
mixed
9%
47 beats
third person
3%
15 beats
Sentence Cadence by Beat
| Medium | |
|---|---|
Close | 29% |
Shift | 45% |
Context | 54% |
Opening | 41% |
Tension | 60% |
Delivery | 49% |
Validation | 53% |
Top Sentence Templates
3
They're {evaluative_judgment}.
Validation3
to make you want to like {intensity_phrase}.
Opening3
{metaphorical_frame}.
Delivery2
Thanks for watching!
Opening2
{link_destination}
Close2
{action_verb} it.
Close2
To {action_verb}.
Opening2
{thing}.
Close2
It comes with a {emotional_tone} little {item} that you can take with you during the day and a {item}.
Context2
{brand_name} is a {category} company based in {location_city}, {location_state}.
Opening2
we are like rabbits {time_intensity} too if you're wondering what do you mean that was like you {time_past} you had that {system_item} didn't you to avoid {target_item} yeah like the {lights_feature} were off before i got upstairs like headphones in facing the {wall_direction}
Opening2
{sequence}
Opening2
They help with things like {thing_1}, {thing_2}, {thing_3}, {thing_4}, {thing_5}.
Validation2
So I'm getting straight into these {item}.
Context2
{action_verb} on {metaphorical_frame} all of the time
DeliveryFeature Density by Beat
Close
17% carry featuresShift
43% carry featuresContext
54% carry featuresOpening
30% carry featuresTension
34% carry featuresDelivery
72% carry featuresValidation
75% carry featuresSlot Types by Category
Close
action_verb 35item 22thing 22time_constraint 17
Shift
item 56action_verb 48thing 29intensity_phrase 26
Context
item 60thing 42action_verb 42intensity_phrase 27
Opening
item 64thing 51action_verb 45intensity_phrase 39
Tension
item 42action_verb 32intensity_phrase 28thing 22
Linguistic Deep Cuts
Sentence Roles
delivery
30%
opening
15%
context
15%
DELIVERY
10%
close
8%
VALIDATION
7%
TENSION
5%
CLOSE
4%
validation
4%
SHIFT
3%
POV × Beat Type
Close
Second Person
23
First Person
14
mixed
3
Shift
First Person
31
Second Person
25
mixed
5
Context
First Person
41
Second Person
25
mixed
10
Opening
First Person
58
Second Person
34
mixed
4
Tension
Second Person
23
First Person
22
mixed
3
Top Copy Phrases by Slot
it
it1
me
me3
no
no1
ask
ask1
fit
oversized fit1
job
job1
Format × Psychology Matrix
| Behavioural | Belonging Si | Closure Deli | Competence R | Curiosity Ga | Emotional Sp | Hope Project | Intrinsic Mo | Loss Aversio | Meaning Maki | Social Valid | Status Asser | Threat Reduc | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Before/After | 1 | 1 | 1 | 1 | |||||||||
| Brand Film | 1 | ||||||||||||
| Founder To Camera | 8 | 1 | 1 | 3 | 1 | ||||||||
| Interview Podcast | 1 | 1 | |||||||||||
| Lifestyle | 1 | 1 | 1 | 1 | 1 | ||||||||
| Product Demo | 1 | 1 | 1 | 1 | |||||||||
| Product Hero | 1 | ||||||||||||
| Skit Narrative | 1 | ||||||||||||
| Street Interview | 1 | ||||||||||||
| Talking Head B-Roll | 10 | 8 | 5 | 2 | 6 | ||||||||
| Talking Head Product | 7 | 2 | 2 | 12 | 3 | 1 | 5 | ||||||
| Talking Head Solo | 1 | 7 | 1 | 2 | 3 | ||||||||
| Unboxing | 2 | ||||||||||||
| Voiceover B-Roll | 1 | 2 | 6 | 3 | 2 | 1 | 1 | 6 | 1 | 1 | 6 |
Duration Intelligence
46s
Average
42s
Median
30–58s
Sweet Spot
58s
75th Percentile
By Vertical
Health Supplements: 40s (70)Fitness: 45s (30)Info Products: 63s (28)Fashion Apparel: 41s (14)
Deep Intelligence
Cross-Dimensional Intelligence
Mechanism Co-occurrence
Which psychological mechanisms cluster together in the same ad
knowledge_simplification+solution_assurance41×
knowledge_simplification+step_clarity39×
solution_assurance+step_clarity39×
competence_reframing+knowledge_simplification35×
competence_reframing+solution_assurance35×
competence_reframing+step_clarity33×
avoidance_trigger+fear_of_loss30×
fear_of_loss+negative_future_projection30×
avoidance_trigger+risk_priming29×
fear_of_loss+risk_priming29×
avoidance_trigger+negative_future_projection28×
negative_future_projection+risk_priming27×
Scaling Ad DNA
141 scaling ads vs 142 total — avg 46s
Psychology
Competence Restoration
40
Loss Aversion
32
Threat Reduction
21
Social Validation
14
Emotional Spike
6
Hooks
Data Point Start
18
Open Loop Statement
14
Contrast Setup
12
Process Teaser
12
Contradiction Hook
12
Beat Time %
CONTEXT
22
DELIVERY
22
OPENING
21
TENSION
16
VALIDATION
15
SHIFT
13
CLOSE
11
Confidence-Weighted Distributions
Weighted by agent confidence — higher-confidence classifications count more
Psychology (Confidence-Weighted)
Loss Aversion
0.78
Behavioural Disruption
0.78
Social Validation
0.75
Competence Restoration
0.74
Hope Projection
0.71
Closure Delivery
0.71
Status Assertion
0.71
Intrinsic Motivation
0.71
Threat Reduction
0.64
Emotional Spike
0.62
Algo Intent (Confidence-Weighted)
Scarcity Urgency Engine
0.78
Offer Stack Overwhelm
0.74
Identity Resolution Hook
0.74
Problem Agitate Solve
0.72
Mechanism Reveal
0.71
Discovery Education Driver
0.71
Authority Credibility Transfer
0.71
Social Proof Accelerator
0.7
Micro Story Payoff Engine
0.7
Transformation Arc Engine
0.7
Source & Meta Intelligence
Platform Sources
facebook
100%
Script Complexity
Avg tokens212
Median211
P25–P75113–294
Ads with data142
Vision Coverage
99%
141 of 142 ads have vision data
Ad Library Coverage
100%
142 of 142 have library data
Avg 105 active days
Agent Intelligence Signals
Detected Signals
first-person endorsement
7
first-person experience
5
mission statement
4
no explicit discount or deadline
4
First-person experience
3
first-person enthusiasm
3
book a call on the thank you page
3
de-puffing
2
tastes great
2
no explicit CTA
2
No product or CTA
2
dehydration lines
2
Principles × Beat Type
Close
Loss Aversion
21
Specificity Bias
14
Completion Bias
12
Shift
Cost/Benefit Shift
19
Specificity Bias
17
Overwhelm → Control
10
Context
Specificity Bias
26
Authority Transfer
12
Goal Context
11
Opening
Specificity Bias
34
Curiosity Gap
16
Authority Transfer
16
Classification Confidence
Vertical142 samples
88%
Marketing Angle142 samples
68%
Cross-Category
Cross-Category Heatmap
| Fashion & Apparel | Fitness | Health & Supplements | Info Products | |
|---|---|---|---|---|
| Specificity Bias | 28 | 52 | 56 | 31 |
| Authority Transfer | 2 | 9 | 28 | 27 |
| Loss Aversion | 13 | 16 | 17 | 14 |
| Social Proof | 4 | 14 | 21 | 8 |
| Cognitive Fluency | 4 | 17 | 11 | 7 |
| Curiosity Gap | 3 | 8 | 21 | 4 |
| Uncertainty Reduction | 5 | 8 | 13 | 5 |
| Cost/Benefit Reframe | 1 | 4 | 14 | 11 |
| Completion Bias | 7 | 1 | 16 | 1 |
| Cognitive Dissonance | 1 | 4 | 8 | 9 |
Principle Pairs
Behavioural principles that appear together most often — the power combos.
| Principle A | Principle B | Count |
|---|---|---|
| Loss Aversion | Specificity Bias | 38 |
| Authority Transfer | Specificity Bias | 35 |
| Social Proof | Specificity Bias | 27 |
| Cognitive Fluency | Specificity Bias | 24 |
| Curiosity Gap | Specificity Bias | 19 |
| Specificity Bias | Uncertainty Reduction | 18 |
| Action Bias | Specificity Bias | 18 |
| Loss Aversion | Social Proof | 18 |
| Cost/Benefit Reframe | Specificity Bias | 16 |
| Authority Transfer | Loss Aversion | 15 |
Category Deep Cuts
Fashion & Apparel14 ads
Talking Head Product (43%)Curiosity SpikeLoss Aversion
Full breakdown
Fitness30 ads
Talking Head B-Roll (50%)Process TeaserLoss Aversion
Top scaler: Pulsio (680d)
Full breakdown
Health & Supplements70 ads
Voiceover B-Roll (30%)Curiosity SpikeCompetence Restoration
Full breakdown
Info Products28 ads
Founder To Camera (46%)Data Point StartCompetence Restoration
Full breakdown
Category War Room
Health Supplements70 ads
Avg 40s·Scale 98.6%
Top Hooks: Contrast Setup (7), Curiosity Spike (8), Data Point Start (7)
Top Closes: Lesson (5), Redirect (10), Soft CTA (4)
Psychology: Loss Aversion (11), Emotional Spike (5)
Most Distinctive: Provocation
Fitness30 ads
Avg 45s·Scale 100%
Top Hooks: Story Start (3), Contrast Setup (4), Process Teaser (5)
Top Closes: Redirect (17), Soft CTA (1), Direct CTA (8)
Psychology: Loss Aversion (8), Hope Projection (1)
Most Distinctive: Process Teaser
Info Products28 ads
Avg 63s·Scale 100%
Top Hooks: Tribe Call-out (2), Data Point Start (5), Contradiction Hook (4)
Top Closes: Lesson (1), Redirect (9), Soft CTA (3)
Psychology: Loss Aversion (3), Status Assertion (3)
Most Distinctive: Role-specific Opening
Fashion Apparel14 ads
Avg 41s·Scale 100%
Top Hooks: Curiosity Spike (2), Data Point Start (2), Contradiction Hook (2)
Top Closes: Soft CTA (2), Open Loop (3), Direct CTA (3)
Psychology: Loss Aversion (10), Closure Delivery (3)
Most Distinctive: Disruptive Statement
Category Divergence Index
How different each vertical's creative mix is from the global average
Fashion Apparel
0.90 — Closure Delivery
Info Products
0.74 — Status Assertion
Fitness
0.43 — Social Validation
Health Supplements
0.12 — Curiosity Gap
Hook × Category
| Health Suppl | Fitness | Info Product | Fashion Appa | |
|---|---|---|---|---|
| Data Point Start | 7 | 4 | 5 | 2 |
| Open Loop Statement | 8 | 1 | 3 | 2 |
| Contradiction Hook | 4 | 2 | 4 | 2 |
| Contrast Setup | 7 | 4 | 1 | |
| Process Teaser | 5 | 5 | 1 | 1 |
| Curiosity Spike | 8 | 1 | 2 | |
| Story Start | 4 | 3 | 2 | 1 |
| Tribe Call-out | 4 | 2 | 2 | 1 |
| Discovery Moment | 5 | 3 | ||
| Disruptive Statement | 4 | 2 |
Psychology × Category
| Health Suppl | Fitness | Info Product | Fashion Appa | |
|---|---|---|---|---|
| Competence Restoration | 18 | 8 | 15 | |
| Loss Aversion | 11 | 8 | 3 | 10 |
| Threat Reduction | 12 | 6 | 2 | 1 |
| Social Validation | 6 | 5 | 3 | |
| Status Assertion | 2 | 1 | 3 | |
| Closure Delivery | 3 | 3 | ||
| Emotional Spike | 5 | 1 | ||
| Hope Projection | 4 | 1 | ||
| Curiosity Gap | 4 | |||
| Intrinsic Motivation | 2 | 1 |
End Frame
End Frame Intelligence
CTA vs Narrative Close Split
CTA 22%
Narrative 78%
CTA Types (24)Direct CTASoft CTA
Narrative Types (83)LessonSequel TeaseRetention HookOpen LoopRedirectMessage MeTry This TodayPunchlineCircular CloseOffer TeaseCliffhangerNext Step CTA
Close Type Distribution
Redirect
37
Direct CTA
14
Open Loop
11
Soft CTA
10
Next Step CTA
9
Lesson
6
Punchline
5
Message Me
3
Offer Tease
3
Retention Hook
3
Sequel Tease
2
Try This Today
2
Close Duration (seconds)
Redirect
4.3s (n=38)
Direct CTA
4s (n=14)
Open Loop
4.7s (n=11)
Soft CTA
2.8s (n=10)
Next Step CTA
4.1s (n=9)
Lesson
5.8s (n=6)
Punchline
3.2s (n=5)
Message Me
2.7s (n=2)
Close POV Distribution
Redirect
Second Person 10First Person 5Mixed 2
Direct CTA
Second Person 2First Person 1
Open Loop
First Person 1
Soft CTA
First Person 2Mixed 1Third Person 1Second Person 1
Next Step CTA
Second Person 4First Person 2
Lesson
Second Person 2First Person 1
Message Me
First Person 1Second Person 1
Close × Vertical
| Health Suppl | Fitness | Info Product | Fashion Appa | |
|---|---|---|---|---|
| Redirect | 10 | 17 | 9 | 1 |
| Direct CTA | 2 | 8 | 1 | 3 |
| Open Loop | 7 | 1 | 3 | |
| Soft CTA | 4 | 1 | 3 | 2 |
| Next Step CTA | 1 | 1 | 7 | |
| Lesson | 5 | 1 | ||
| Punchline | 5 | |||
| Message Me | 1 | 1 |
Close ← Hook Pairings
Redirect
Contrast Setup 5Process Teaser 5Tribe Call-out 3
Direct CTA
Story Start 2Contrast Setup 2Symptom Stack 1
Open Loop
Open Loop Statement 2Direct Question Hook 2Story Start 1
Soft CTA
Open Loop Statement 3Provocation 2Data Point Start 2
Next Step CTA
Contradiction Hook 3Story Start 1Curiosity Spike 1
Lesson
Data Point Start 2Contradiction Hook 1Open Loop Statement 1
Punchline
Process Teaser 3Story Start 1Pattern Observation 1
Message Me
Data Point Start 2
Close Visual Signatures
RedirectText on screen: 99%
Medium Close-up 19Medium Shot 10Product In Use 7Two Shot 5Talking Head Classic 4
Direct CTAText on screen: 90%
Medium Shot 5Medium Close-up 4Product In Environment 4Close-up Hands 3Product In Hand 3
Open LoopText on screen: 77%
Medium Shot 5Text Card 3Medium Close-up 3Medium Wide 2Close-up Face 2
Soft CTAText on screen: 60%
Medium Close-up 2Close-up Hands 1Overhead Flat Lay 1Product In Environment 1
Next Step CTAText on screen: 100%
Medium Close-up 6Text Card 1Screenshot 1Product In Hand 1
LessonText on screen: 75%
Medium Close-up 2Text Card 1Medium Shot 1
PunchlineText on screen: 100%
Text Card 2Medium Close-up 2
Message MeText on screen: 100%
Picture In Picture 2
Featured Decodes
DrinkLMNT
Hope ProjectionParallel List Open
Brand Film5 beats30s
DrinkLMNT
Competence RestorationDiscovery Moment
Talking Head B-Roll4 beats17s
DrinkLMNT
Hope ProjectionContradiction Hook
Talking Head Solo5 beats30s
DrinkLMNT
Intrinsic MotivationContrast Setup
Voiceover B-Roll5 beats25s
DrinkLMNT
Loss AversionContrast Setup
Talking Head B-Roll6 beats38s
Past Weeks
Creative Intelligence — Week 11Creative 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?
142 high-performing video ads decoded across 4 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.
