Creative Intelligence — Week 13
Aug 3-Aug 9, 2026
172
ads decoded across 12 verticals
+172 new this week
The Movers
Hottest Pattern
Specificity Bias
5%11 of 12 verticals
Appearing in 11 of 12 verticals
Scaling Leaderboard
| # | Brand | Scaled |
|---|---|---|
| 01 |  Quince | 177d |
| 02 |  Quince | 175d |
| 03 |  Quince | 149d |
| 04 |  Quince | 124d |
| 05 |  Quince | 116d |
| 06 |  Quince | 114d |
| 07 |  Quince | 114d |
| 08 |  Quince | 108d |
| 09 |  Quince | 108d |
| 10 |  Quince | 103d |
Ad of the Week
AD OF THE WEEK90d activePraktika
Saas Software
Skit NarrativeDirect Question HookHow To Tutorial
7 beats · 0:55 · 90d scaled
Active EngagementResponse ReadinessSelf-Referential ProcessingRole clarityCompletion BiasExpectation Violation/Resolution
Format War
Skit Narrative
17%
Talking Head Product
14%
Talking Head B-Roll
13%
Product Demo
10%
Slideshow Statics
8%
Talking Head Solo
7%
Voiceover B-Roll
6%
Lifestyle
5%
Before/After
5%
Product Hero
5%
Content Mix
What KIND of content is winning — tutorial, demo, skit, story, etc.
Product Demo
46
UGC Testimonial
40
Skit Roleplay
20
Entertainment
18
Tutorial How To
11
Challenge Experiment
11
Motivation Mindset
6
Problem Solution
4
Commentary Analysis
4
Emotional Expression
3
Founder Origin
2
Results Showcase
2
Life Insight
1
Expert Insight
1
Brand Manifesto
1
Objection Buster
1
Product Comparison
1
Hook Leaderboard
Contradiction Hook
11%
Curiosity Spike
10%
Open Loop Statement
9%
Direct Question Hook
9%
Tribe Call-out
8%
Data Point Start
8%
Contrast Setup
6%
Parallel List Open
5%
Process Teaser
5%
Disruptive Statement
5%
Hook Spotlight
Contradiction hookTop hook this week
“This Tai Chi half squat is the exact position you'll see grandmothers holding in parks across Asia every single morning. Not as exercise, as maintenance. Nobody in the West was taught this because it ”
WalkFit Daily Walking Plan · Fitness
“Thanks for watching!”
LAB Golf · Sports Outdoors
“The DF3i is upon us. It's incredible, because it keeps happening. Like, we keep having better and better putters.”
LAB Golf · Sports Outdoors
Hook Performance
Top Performing Hook
Hidden truth reveal
72d avg lifespan · 3 ads
Hidden truth reveal
72d3
Data point start
63d13
Open loop statement
55d15
Provocation
52d1
Curiosity spike
48d18
Process teaser
47d8
Direct question hook
42d15
Symptom stack
34d4
Parallel list open
30d9
Past-self open
30d2
Tribe call-out
29d14
Contrast setup
28d10
Contradiction hook
28d19
Role-specific opening
23d6
Disruptive statement
17d7
Conflict statement
15d3
Discovery moment
11d1
Rhetorical question
11d1
Identity hook
9d2
Unexpected fact start
8d3
Misdirection open
8d3
Story start
5d6
Challenge intro
3d7
Pattern observation
3d1
Avg across all hooks: 35d
Hook Observatory
Contradiction Hook19 ads
Avg 10.6sScale 100%
Curiosity Spike18 ads
Avg 9.8sScale 100%
Open Loop Statement15 ads
Avg 14.1sScale 100%
Direct Question Hook15 ads
Avg 7.8sScale 100%
Tribe Call-out14 ads
Avg 6.9sScale 100%
Hook × Vertical
| Fitness | Fashion Appa | Info Product | Sports Outdo | Saas Softwar | Home Living | |
|---|---|---|---|---|---|---|
| Contradiction Hook | 5 | 3 | 2 | 3 | 4 | |
| Curiosity Spike | 2 | 5 | 4 | 3 | ||
| Open Loop Statement | 3 | 2 | 1 | 4 | 1 | 4 |
| Direct Question Hook | 5 | 5 | ||||
| Tribe Call-out | 2 | 6 | 1 | 2 |
Hook × Psychology
| Competence R | Loss Aversio | Threat Reduc | Closure Deli | Social Valid | Hope Project | |
|---|---|---|---|---|---|---|
| Contradiction Hook | 3 | 5 | 2 | 2 | 1 | |
| Curiosity Spike | 3 | 3 | 2 | 7 | 1 | |
| Open Loop Statement | 3 | 2 | 1 | 5 | 1 | |
| Direct Question Hook | 10 | 1 | 2 | 1 | ||
| Tribe Call-out | 7 | 2 | 1 | 1 | 1 |
Hook Duration (seconds)
Contradiction Hook
10.6s (med 7.5s)
Curiosity Spike
9.8s (med 6.5s)
Open Loop Statement
14.1s (med 13.1s)
Direct Question Hook
7.8s (med 6.5s)
Tribe Call-out
6.9s (med 6.8s)
Scaling Conversion Rate
Contradiction Hook
100% (19/19)
Curiosity Spike
100% (18/18)
Open Loop Statement
100% (15/15)
Direct Question Hook
100% (15/15)
Tribe Call-out
100% (14/14)
Data Point Start
100% (13/13)
Contrast Setup
100% (10/10)
Parallel List Open
100% (9/9)
Visual Signatures
Contradiction Hook
Medium Shot 22Medium Close-up 18Two Shot 13Medium Wide 7Wide Shot 6
Curiosity Spike
Medium Shot 23Medium Close-up 21Split Screen 13Wide Shot 11Close-up Detail 9
Open Loop Statement
Medium Close-up 52Medium Shot 38Close-up Hands 18Close-up Face 14Two Shot 10
Direct Question Hook
Split Screen 16Medium Close-up 12Medium Shot 7
Tribe Call-out
Close-up Face 37Medium Shot 10Two Shot 9Mirror Shot 9Medium Close-up 9
Linguistic Signatures
Contradiction Hook
First Person 6Second Person 4Third Person 2Mixed 1
Low 44Medium 16High 1
Curiosity Spike
First Person 3Mixed 1Second Person 1
Low 16Medium 4
Open Loop Statement
First Person 3Mixed 1Third Person 1Second Person 1
Low 20Medium 11
Direct Question Hook
Second Person 12First Person 1
Low 73Medium 6
Tribe Call-out
First Person 6Second Person 3
Low 32Medium 10
Hook → Close Pairings
Contradiction Hook
Redirect 4Open Loop 2Direct CTA 2
Curiosity Spike
Redirect 3Direct CTA 3Lesson 1
Open Loop Statement
Retention Hook 3Direct CTA 2Redirect 1
Direct Question Hook
Try This Today 5Redirect 3Direct CTA 3
Tribe Call-out
Direct CTA 5Redirect 4Open Loop 1
Beat Intelligence
Avg Time Allocation
18%
18%
16%
13%
13%
12%
11%
Delivery18%
Opening18%
Context16%
Tension13%
Validation13%
Shift12%
Close11%
Top Subtypes by Category
Close
Redirect37
Direct CTA29
Try This Today11
Shift
The Easy Way27
Hidden Truth15
Stop → Start Shift12
Context
Relatability Setup38
Process Setup19
Object Intro14
Opening
Contradiction Hook19
Curiosity Spike18
Open Loop Statement15
Tension
Resource Constraint18
Inefficiency Pain16
Self-Doubt Trigger11
Delivery
Feature Cascade34
Cost/Benefit Reframe27
Before/After Explanation21
Validation
Before/After Proof23
Track Record Proof18
Metric Proof10
Top Transitions
Opening→Context
108
Delivery→Validation
75
Tension→Delivery
70
Shift→Close
66
Context→Delivery
61
Intelligence
Psychology Landscape
Distribution of psychological missions across all decoded ads.
Competence Restoration
45Loss Aversion
40Threat Reduction
17Closure Delivery
16Social Validation
10Hope Projection
9Emotional Spike
8Intrinsic Motivation
8Curiosity Gap
7Novelty Reward
4Status Assertion
2Behavioural Disruption
2Meaning Making
1Belonging Signal
1Empathy Connection
1Identity Confirmation
1Algorithm Radar
What algorithms are these ads optimized for — the hidden intent behind the creative.
Transformation Arc Engine
40Value Stack Acceleration
27Mechanism Reveal
23Problem Agitate Solve
16Micro Story Payoff Engine
13CTA Optimized Conversion
11Retention Loop Engine
8Discovery Education Driver
8Social Proof Accelerator
7Novelty Pattern Injection
4Authority Credibility Transfer
4Contradictory Pattern Interrupt
4Emotional Arc Escalation
3Curiosity Gap Compression
2Identity Resolution Hook
1Community Belonging Engine
1Platform Signals
FB dominates (100%)
Pain To Relief
40
Product First
39
Benefit First
26
Soft CTA
19
UGC Trust Demo
14
Social Proof
7
Problem First
7
Mechanism Explainer
7
Expert Frame
3
Retargeting Tone
3
Psychological Mechanisms
The specific psychological levers used across all ads — the tactical moves behind the strategy.
Solution Assurance
46
Knowledge Simplification
45
Step Clarity
42
Fear Of Loss
40
Avoidance Trigger
36
Negative Future Projection
35
Risk Priming
34
Competence Reframing
34
Scarcity Cue
31
Resolution Statement
18
Reassurance Statement
17
Uncertainty Resolution
17
Final Insight
16
Soothing Tone
15
Fear Cancellation
14
Pipeline Confidence
69%Overall avg confidence
Message Role Offer72%
172 samples
Psychology71%
172 samples
Message Role Behavioural71%
172 samples
Message Role Funnel70%
172 samples
Video Type67%
172 samples
Algo Intent66%
172 samples
Creative Behavior66%
172 samples
Platform Behaviour66%
172 samples
Funnel Intelligence
15%
62%MOF
23%BOF
Awareness
15%
25 ads
Consideration
62%
107 ads
Conversion
23%
40 ads
Message Intent
Behavioral Role
Peer Recommend
65
Emotional Expression
16
Teach Explain
15
Solve Your Problem
14
Demonstrate Method
13
Story Share
10
Soft Sell Value Frame
10
Build Authority
8
Funnel Position
Funnel Offer Conversion
115
Funnel Solution Positioning
21
Funnel Awareness Prime
20
Funnel Education Value
11
Funnel Retention Nurture
5
Offer State
Offer Present
77
Offer None
42
Offer Urgent
36
Offer Promotional
17
Angle Playbook
TOF 15%MOF 62%BOF 23%
Top of Funnel
Aspirational Identity
95%
Origin Story
74%
Education Value
74%
Trend Culture
11%
Humor Entertainment
11%
Mid Funnel
How To Tutorial
6840%
Problem Solution
1810%
Comparison Vs
169%
Expert Authority
32%
Behind The Scenes
11%
Community Movement
11%
Bottom Funnel
Product Launch
127%
Offer Urgency
116%
Social Proof Results
106%
Guarantee Risk Reversal
32%
Value Stack
21%
Objection Handling
21%
Visual DNA
Aggregated visual characteristics from decoded ads.
Framing
medium close-up
680
medium shot
553
close-up face
226
mirror shot
218
two shot
208
split screen
175
medium wide
145
wide shot
93
Camera Movement
static locked
2342
static handheld
138
subtle handheld
107
tracking forward
75
selfie standard
38
hard cut
22
float drift
11
pull back
10
Color & Mood
neutral palette
589
natural green
401
cool blue steel
333
warm earth tones
305
bright and saturated
196
clean white minimal
186
cool clinical white
183
warm golden
116
Lighting
cool daylight
893
soft window light
490
warm golden hour
195
dappled natural
159
screen glow
122
overhead fluorescent
122
bright and blown out
106
harsh direct sun
103
Enhanced Vision
Visual editing patterns, pacing, and product placement across all decoded ads.
Visual Energy Arc
5.5OPEN
4.2CONT
2.9TENS
4.1DELI
3.3VALI
3.4SHIF
4.4CLOS
Pacing Feel
dead stop
343
rapid fire
71
steady and rhythmic
68
slow and deliberate
57
alternating long short
53
single sustained shot
25
pulse and pause
17
synced to speech
9
Edit Transitions
hard cut
2726
continuous shot
62
none
16
fade to black
15
fade to white
5
dissolve
4
picture in picture transition
4
glitch cut
3
Talent Expression
calm and confident
729
instructional and patient
307
silent and visual only
247
excited and fast-paced
178
proud and showing off
176
surprised and delighted
153
matter of fact
121
frustrated and relatable
110
Edit Rhythm
Close
2.8 cuts·0.82s avgShift
2 cuts·4.52s avgContext
3.9 cuts·3.92s avgOpening
5.7 cuts·6.52s avgTension
2.3 cuts·6.91s avgDelivery
2.9 cuts·4.94s avgValidation
2.1 cuts·8.24s avgProduct Visibility
Close
40%Shift
39%Context
40%Opening
49%Tension
27%Delivery
51%Validation
43%Text Overlay Usage
Close
88%Shift
87%Context
86%Opening
82%Tension
86%Delivery
84%Validation
85%Vision Deep Cuts
Camera Angles
eye level straight
78%
symmetrical center
4%
bathroom mirror
4%
selfie standard
4%
overhead slight angle
3%
overhead
3%
slightly above
2%
eye level slight right
2%
Scene Settings
golf course green
15%
kitchen counter
14%
indoor room, likely office or home office, soft lighting
14%
kitchen
13%
null
11%
outdoor, clear sky background
11%
Korean woman in a room, animated woman in a bedroom.
11%
desk with makeup mirror, phone on table
11%
Subject Types
woman, mid-50s, dark
12%
older woman with
11%
woman in her
11%
woman mid-30s, long
11%
adult Maya, dark
11%
woman mid-20s, dark
10%
adult Kevin with
9%
woman mid-30s, dark
9%
young woman, blonde
9%
woman in mid-20s,
8%
Text Styles
minimal sans serif
36%
bold impact uppercase
25%
bold word highlight
20%
platform native captions
8%
floating label
5%
subtitle bar
4%
brand styled title
2%
emoji with text
0%
Product Placement Types
nose strip worn on the bridge of the nose
27%
White bottle of foundation standing upright on the desk in the foreground.
12%
wearing a white short-sleeve linen shirt
11%
wearing a blue striped short-sleeve linen shirt
11%
package held in right hand, facing camera, with product graphic visible
11%
AI certification path graphic displayed on right side of screen
10%
jeans worn by the subject
9%
espresso colored sheets and duvet cover on a bed
9%
Framing × Beat
Close
medium close-up
90
medium shot
55
text card
34
Shift
medium close-up
58
medium shot
40
mirror shot
21
Context
medium close-up
89
medium shot
77
close-up face
62
Opening
medium close-up
225
medium shot
183
close-up face
71
Lighting × Beat
Close
dappled natural
52
cool daylight
48
soft window light
45
Shift
cool daylight
70
soft window light
34
dappled natural
14
Context
cool daylight
147
soft window light
69
studio softbox
43
Opening
cool daylight
316
soft window light
153
warm golden hour
59
Color Mood × Beat
Close
natural green
48
warm earth tones
47
neutral palette
40
Shift
natural green
35
neutral palette
33
warm earth tones
28
Context
neutral palette
82
natural green
71
cool blue steel
61
Opening
neutral palette
212
warm earth tones
117
natural green
107
Linguistic DNA
How the copy is actually built — sentence structures, cadence, and feature placement.
Point of View
first person
51%
320 beats
second person
34%
215 beats
mixed
10%
63 beats
third person
4%
28 beats
Sentence Cadence by Beat
| Medium | |
|---|---|
Close | 28% |
Shift | 41% |
Context | 25% |
Opening | 27% |
Tension | 32% |
Delivery | 36% |
Validation | 32% |
Top Sentence Templates
15
{evaluative_judgment}.
Shift14
{duration}.
Context11
Can you speak {language}?
Opening6
{emotional_tone}.
Opening6
{item}.
Context6
{thing}.
Opening5
So what are you waiting for?
Close5
{metaphorical_frame}
Shift5
{metaphorical_frame}.
Context5
Yes, I {action_verb}.
Opening5
{locked_phrase}.
Delivery5
{thing}…
Validation4
{quantity_descriptor}.
Context4
{intensity_phrase}.
Close4
How old are you?
OpeningFeature Density by Beat
Close
21% carry featuresShift
42% carry featuresContext
47% carry featuresOpening
28% carry featuresTension
38% carry featuresDelivery
67% carry featuresValidation
65% carry featuresSlot Types by Category
Close
item 70action_verb 62time_constraint 31thing 24
Shift
action_verb 127thing 98item 92quantity_descriptor 56
Context
item 135action_verb 102thing 77entity 42
Opening
item 120action_verb 69thing 64quantity_descriptor 38
Tension
action_verb 101item 80thing 70quantity_descriptor 47
Linguistic Deep Cuts
Sentence Roles
delivery
19%
context
19%
DELIVERY
15%
opening
13%
TENSION
9%
VALIDATION
7%
CONTEXT
6%
validation
5%
close
4%
CLOSE
2%
POV × Beat Type
Close
Second Person
23
First Person
19
mixed
3
Shift
First Person
39
Second Person
34
mixed
12
Context
First Person
43
Second Person
28
mixed
18
Opening
First Person
53
Second Person
36
Third Person
7
Tension
First Person
42
Second Person
19
mixed
7
Locked Language (Immutable Phrases)
“Lo siento” ×3“Lo siento.” ×1“No pewnie.” ×1“Veja!” ×1“Tap” ×1“I swear” ×1“Okay” ×1
Top Copy Phrases by Slot
NFL
NFL1
ack
오케이1
age
205
213
542
531
241
are
eres1
bag
bag1
bet
apuesta1
bet1
Format × Psychology Matrix
| Behavioural | Belonging Si | Closure Deli | Competence R | Curiosity Ga | Emotional Sp | Empathy Conn | Hope Project | Identity Con | Intrinsic Mo | Loss Aversio | Meaning Maki | Novelty Rewa | Social Valid | Status Asser | Threat Reduc | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Before/After | 1 | 1 | 1 | 6 | ||||||||||||
| Brand Film | 1 | 1 | ||||||||||||||
| Founder To Camera | 1 | 1 | 2 | 1 | 1 | |||||||||||
| GRWM Routine | 1 | |||||||||||||||
| Interview Podcast | 1 | |||||||||||||||
| Lifestyle | 3 | 1 | 1 | 3 | 1 | |||||||||||
| Mashup Compilation | 1 | |||||||||||||||
| Motion Graphics | 1 | |||||||||||||||
| Product Demo | 5 | 1 | 4 | 3 | 4 | |||||||||||
| Product Hero | 3 | 3 | 2 | |||||||||||||
| Skit Narrative | 1 | 2 | 12 | 1 | 1 | 4 | 1 | 2 | 2 | 3 | ||||||
| Slideshow Statics | 3 | 4 | 4 | 2 | ||||||||||||
| Street Interview | 1 | |||||||||||||||
| Talking Head B-Roll | 1 | 5 | 2 | 3 | 5 | 1 | 3 | 3 | ||||||||
| Talking Head Product | 2 | 8 | 2 | 1 | 7 | 1 | 3 | |||||||||
| Talking Head Screen | 1 | 1 | ||||||||||||||
| Talking Head Solo | 7 | 3 | 2 | |||||||||||||
| Text Story | 1 | 1 | ||||||||||||||
| Voiceover B-Roll | 1 | 1 | 2 | 2 | 4 | 1 |
Duration Intelligence
77s
Average
41s
Median
25–113s
Sweet Spot
113s
75th Percentile
By Vertical
Fitness: 123s (34)Fashion Apparel: 32s (34)Info Products: 148s (29)Sports Outdoors: 34s (21)Saas Software: 85s (18)Home Living: 23s (11)
Deep Intelligence
Cross-Dimensional Intelligence
Mechanism Co-occurrence
Which psychological mechanisms cluster together in the same ad
knowledge_simplification+solution_assurance45×
knowledge_simplification+step_clarity42×
solution_assurance+step_clarity42×
avoidance_trigger+fear_of_loss36×
fear_of_loss+negative_future_projection35×
fear_of_loss+risk_priming34×
competence_reframing+knowledge_simplification34×
competence_reframing+solution_assurance34×
avoidance_trigger+negative_future_projection33×
competence_reframing+step_clarity32×
avoidance_trigger+risk_priming31×
fear_of_loss+scarcity_cue31×
Scaling Ad DNA
171 scaling ads vs 172 total — avg 77s
Psychology
Competence Restoration
45
Loss Aversion
40
Threat Reduction
17
Closure Delivery
16
Social Validation
10
Hooks
Contradiction Hook
19
Curiosity Spike
18
Open Loop Statement
15
Direct Question Hook
15
Tribe Call-Out
14
Beat Time %
OPENING
22
DELIVERY
22
CONTEXT
19
TENSION
16
VALIDATION
15
SHIFT
14
CLOSE
13
Confidence-Weighted Distributions
Weighted by agent confidence — higher-confidence classifications count more
Psychology (Confidence-Weighted)
Status Assertion
0.86
Empathy Connection
0.78
Loss Aversion
0.76
Hope Projection
0.76
Intrinsic Motivation
0.76
Identity Confirmation
0.74
Competence Restoration
0.73
Novelty Reward
0.69
Emotional Spike
0.69
Closure Delivery
0.68
Algo Intent (Confidence-Weighted)
Transformation Arc Engine
0.8
Contradictory Pattern Interrupt
0.76
Value Stack Acceleration
0.75
Mechanism Reveal
0.72
Problem Agitate Solve
0.72
Discovery Education Driver
0.71
Authority Credibility Transfer
0.69
Social Proof Accelerator
0.67
Micro Story Payoff Engine
0.59
Identity Resolution Hook
0.56
Source & Meta Intelligence
Platform Sources
facebook
100%
Script Complexity
Avg tokens253
Median155
P25–P7584–355
Ads with data172
Vision Coverage
92%
159 of 172 ads have vision data
Ad Library Coverage
100%
172 of 172 have library data
Avg 35 active days
Agent Intelligence Signals
Detected Signals
music outro
8
first-person endorsement
8
100% European linen
6
personal endorsement
6
breathable
5
每天10分钟
5
casual friend energy
5
first-person enthusiasm
5
lightweight
4
10 minutes a day
4
查看完整课程
4
一个月后拿到证书
4
Principles × Beat Type
Close
Specificity Bias
18
Loss Aversion
17
Commitment Bias
17
Shift
Cost/Benefit Shift
23
Loss Aversion
15
Specificity Bias
12
Context
Specificity Bias
24
Relatability Bias
20
Authority Transfer
18
Opening
Specificity Bias
32
Completion Bias
22
Curiosity Gap
17
Classification Confidence
Vertical172 samples
78%
Marketing Angle172 samples
64%
Cross-Category
Cross-Category Heatmap
| Automotive | Beauty & Skincare | Edtech | Fashion & Apparel | Fitness | Health & Supplements | Home & Living | Info Products | Other | Real Estate | SaaS & Software | Sports Outdoors | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Specificity Bias | 2 | 5 | 2 | 43 | 25 | 3 | 10 | 24 | 2 | 10 | 17 | |
| Loss Aversion | 4 | 19 | 15 | 6 | 5 | 11 | 1 | 6 | ||||
| Social Proof | 8 | 1 | 9 | 13 | 13 | 4 | 5 | 4 | 8 | |||
| Authority Transfer | 1 | 2 | 1 | 4 | 6 | 7 | 2 | 13 | 9 | 12 | ||
| Completion Bias | 4 | 8 | 7 | 6 | 10 | 1 | 7 | 5 | ||||
| Cognitive Dissonance | 2 | 1 | 4 | 12 | 3 | 6 | 6 | 4 | ||||
| Curiosity Gap | 3 | 3 | 8 | 6 | 2 | 3 | 2 | 1 | 1 | 8 | ||
| Commitment Bias | 2 | 1 | 3 | 9 | 1 | 12 | 6 | 2 | ||||
| Cost/Benefit Reframe | 1 | 9 | 10 | 1 | 1 | 5 | 4 | 1 | ||||
| Cognitive Fluency | 1 | 1 | 10 | 3 | 4 | 4 | 4 | 3 |
Principle Pairs
Behavioural principles that appear together most often — the power combos.
| Principle A | Principle B | Count |
|---|---|---|
| Loss Aversion | Specificity Bias | 31 |
| Social Proof | Specificity Bias | 31 |
| Authority Transfer | Specificity Bias | 29 |
| Authority Transfer | Social Proof | 21 |
| Loss Aversion | Social Proof | 20 |
| Cognitive Dissonance | Specificity Bias | 19 |
| Cost/Benefit Reframe | Loss Aversion | 19 |
| Commitment Bias | Specificity Bias | 18 |
| Cost/Benefit Reframe | Specificity Bias | 18 |
| Completion Bias | Specificity Bias | 18 |
Category Deep Cuts
Automotive1 ads
Talking Head B-Roll (100%)Contrast SetupCompetence Restoration
Full breakdown
Beauty & Skincare7 ads
Talking Head Product (43%)Curiosity SpikeLoss Aversion
Full breakdown
Edtech5 ads
Skit Narrative (80%)Direct Question HookCompetence Restoration
No category report yetFashion & Apparel34 ads
Talking Head Product (24%)Data Point StartLoss Aversion
Top scaler: Quince (177d)
Full breakdown
Fitness34 ads
Slideshow Statics (32%)Contrast SetupLoss Aversion
Full breakdown
Health & Supplements9 ads
Founder To Camera (33%)Role-Specific OpeningLoss Aversion
Full breakdown
Home & Living11 ads
Product Demo (45%)Open Loop StatementLoss Aversion
Top scaler: Quince (124d)
Full breakdown
Info Products29 ads
Skit Narrative (48%)Tribe Call-OutCompetence Restoration
Full breakdown
Other2 ads
Before/After (50%)Symptom StackCuriosity Gap
Full breakdown
Real Estate1 ads
Lifestyle (100%)Contradiction HookLoss Aversion
Full breakdown
SaaS & Software18 ads
Skit Narrative (44%)Direct Question HookCompetence Restoration
Full breakdown
Sports Outdoors21 ads
Talking Head B-Roll (29%)Curiosity SpikeCompetence Restoration
Full breakdown
Category War Room
Fitness34 ads
Avg 123s·Scale 97.1%
Top Hooks: Contrast Setup (7), Challenge Intro (6), Contradiction Hook (5)
Top Closes: Redirect (12), Punchline (2), Direct CTA (4)
Psychology: Loss Aversion (13), Hope Projection (7)
Most Distinctive: Challenge Intro
Fashion Apparel34 ads
Avg 32s·Scale 100%
Top Hooks: Process Teaser (3), Curiosity Spike (5), Data Point Start (7)
Top Closes: Redirect (8), Open Loop (2), Direct CTA (6)
Psychology: Loss Aversion (9), Emotional Spike (8)
Most Distinctive: Hidden Truth Reveal
Info Products29 ads
Avg 148s·Scale 100%
Top Hooks: Tribe Call-out (6), Misdirection Open (3), Contradiction Hook (2)
Top Closes: Redirect (6), Direct CTA (4), Message Me (2)
Psychology: Loss Aversion (3), Hope Projection (2)
Most Distinctive: Identity Hook
Sports Outdoors21 ads
Avg 34s·Scale 100%
Top Hooks: Curiosity Spike (4), Data Point Start (3), Contradiction Hook (3)
Top Closes: Lesson (1), Redirect (4), Open Loop (2)
Psychology: Curiosity Gap (4), Closure Delivery (3)
Most Distinctive: Open Loop Statement
Saas Software18 ads
Avg 85s·Scale 100%
Top Hooks: Symptom Stack (2), Tribe Call-out (2), Contradiction Hook (4)
Top Closes: Redirect (7), Open Loop (1), Direct CTA (3)
Psychology: Curiosity Gap (1), Loss Aversion (2)
Most Distinctive: Symptom Stack
Home Living11 ads
Avg 23s·Scale 100%
Top Hooks: Process Teaser (1), Curiosity Spike (3), Data Point Start (2)
Top Closes: Direct CTA (5), Retention Hook (2)
Psychology: Curiosity Gap (1), Loss Aversion (5)
Most Distinctive: Open Loop Statement
Health Supplements9 ads
Avg 51s·Scale 100%
Top Hooks: Curiosity Spike (1), Rhetorical Question (1), Disruptive Statement (1)
Top Closes: Soft CTA (2), Direct CTA (2), Try This Today (3)
Psychology: Loss Aversion (4), Threat Reduction (1)
Most Distinctive: Unexpected Fact Start
Beauty Skincare7 ads
Avg 59s·Scale 100%
Top Hooks: Story Start (1), Tribe Call-out (1), Curiosity Spike (3)
Top Closes: Lesson (1), Soft CTA (1), Direct CTA (3)
Psychology: Loss Aversion (3), Threat Reduction (1)
Most Distinctive: Curiosity Spike
Edtech5 ads
Avg 43s·Scale 100%
Top Hooks: Tribe Call-out (1), Direct Question Hook (4)
Top Closes: Open Loop (1), Retention Hook (1), Try This Today (3)
Psychology: Closure Delivery (1), Threat Reduction (1)
Most Distinctive: Direct Question Hook
Other2 ads
Avg 20s·Scale 100%
Top Hooks: Symptom Stack (1), Disruptive Statement (1)
Top Closes:
Psychology: Curiosity Gap (1), Novelty Reward (1)
Automotive1 ads
Avg 31s·Scale 100%
Top Hooks: Contrast Setup (1)
Top Closes:
Psychology: Competence Restoration (1)
Real Estate1 ads
Avg 30s·Scale 100%
Top Hooks: Contradiction Hook (1)
Top Closes: Cliffhanger (1)
Psychology: Loss Aversion (1)
Category Divergence Index
How different each vertical's creative mix is from the global average
Other
2.33
Real Estate
2.16
Automotive
2.08
Edtech
1.49 — Competence Restoration
Beauty Skincare
1.30 — Social Validation
Home Living
1.23 — Closure Delivery
Health Supplements
1.21 — Social Validation
Info Products
1.00 — Status Assertion
Saas Software
0.90 — Threat Reduction
Sports Outdoors
0.84 — Curiosity Gap
Fitness
0.68 — Hope Projection
Fashion Apparel
0.60 — Emotional Spike
Hook × Category
| Fitness | Fashion Appa | Info Product | Sports Outdo | Saas Softwar | Home Living | Health Suppl | Beauty Skinc | |
|---|---|---|---|---|---|---|---|---|
| Contradiction Hook | 5 | 3 | 2 | 3 | 4 | 1 | ||
| Curiosity Spike | 2 | 5 | 4 | 3 | 1 | 3 | ||
| Open Loop Statement | 3 | 2 | 1 | 4 | 1 | 4 | ||
| Direct Question Hook | 5 | 5 | 1 | |||||
| Tribe Call-out | 2 | 6 | 1 | 2 | 1 | 1 | ||
| Data Point Start | 1 | 7 | 3 | 2 | ||||
| Contrast Setup | 7 | 2 | ||||||
| Parallel List Open | 2 | 3 | 2 | 2 | ||||
| Process Teaser | 1 | 3 | 2 | 1 | 1 | |||
| Disruptive Statement | 3 | 2 | 1 | 1 |
Psychology × Category
| Fitness | Fashion Appa | Info Product | Sports Outdo | Saas Softwar | Home Living | Health Suppl | Beauty Skinc | |
|---|---|---|---|---|---|---|---|---|
| Competence Restoration | 5 | 4 | 17 | 5 | 9 | 1 | 1 | |
| Loss Aversion | 13 | 9 | 3 | 2 | 5 | 4 | 3 | |
| Threat Reduction | 4 | 1 | 4 | 4 | 1 | 1 | 1 | |
| Closure Delivery | 2 | 6 | 3 | 4 | ||||
| Social Validation | 1 | 2 | 2 | 2 | 2 | |||
| Hope Projection | 7 | 2 | ||||||
| Intrinsic Motivation | 2 | 4 | 1 | 1 | ||||
| Emotional Spike | 8 | |||||||
| Curiosity Gap | 4 | 1 | 1 | |||||
| Novelty Reward | 1 | 1 | 1 |
End Frame
End Frame Intelligence
CTA vs Narrative Close Split
CTA 27%
Narrative 73%
CTA Types (33)Direct CTASoft CTA
Narrative Types (88)Comment PromptNext Step CTARetention HookRedirectPunchlineTry This TodayOpen LoopReversal CloseOffer TeaseLessonHumor CloseCliffhangerBittersweet CloseCallback CloseMessage MeHidden Meaning
Close Type Distribution
Redirect
37
Direct CTA
29
Try This Today
11
Retention Hook
8
Open Loop
6
Offer Tease
6
Soft CTA
4
Next Step CTA
4
Lesson
3
Punchline
3
Message Me
2
Comment Prompt
2
Close Duration (seconds)
Redirect
6.8s (n=37)
Direct CTA
7.3s (n=29)
Try This Today
5.2s (n=11)
Retention Hook
7.1s (n=8)
Open Loop
4.2s (n=6)
Offer Tease
7.8s (n=6)
Soft CTA
7.8s (n=4)
Next Step CTA
7.1s (n=4)
Close POV Distribution
Redirect
Second Person 7First Person 5Mixed 3
Direct CTA
Second Person 9First Person 3
Try This Today
First Person 3
Retention Hook
First Person 3
Offer Tease
First Person 1Third Person 1
Soft CTA
Second Person 2
Close × Vertical
| Fitness | Info Product | Fashion Appa | Saas Softwar | Sports Outdo | Health Suppl | |
|---|---|---|---|---|---|---|
| Redirect | 12 | 6 | 8 | 7 | 4 | |
| Direct CTA | 4 | 4 | 6 | 3 | 2 | 2 |
| Try This Today | 1 | 1 | 1 | 1 | 3 | |
| Retention Hook | 2 | 3 | ||||
| Open Loop | 2 | 1 | 2 | |||
| Offer Tease | 1 | 4 | 1 | |||
| Soft CTA | 1 | 2 | ||||
| Next Step CTA | 4 |
Close ← Hook Pairings
Redirect
Contrast Setup 5Parallel List Open 5Tribe Call-out 4
Direct CTA
Tribe Call-out 5Curiosity Spike 3Data Point Start 3
Try This Today
Direct Question Hook 5Role-specific Opening 3Data Point Start 1
Retention Hook
Open Loop Statement 3Data Point Start 2Contrast Setup 1
Open Loop
Contradiction Hook 2Symptom Stack 1Tribe Call-out 1
Offer Tease
Process Teaser 2Misdirection Open 2Contrast Setup 1
Soft CTA
Curiosity Spike 1Conflict Statement 1Contradiction Hook 1
Next Step CTA
Past-self Open 1Conflict Statement 1Contradiction Hook 1
Close Visual Signatures
RedirectText on screen: 98%
Medium Close-up 37Two Shot 10Text Card 9Medium Shot 7Full Screen Text 5
Direct CTAText on screen: 84%
Medium Close-up 19Text Card 9Medium Shot 8Mirror Shot 6Close-up Product 4
Try This TodayText on screen: 93%
Medium Shot 5Text Card 3Medium Close-up 3Close-up Detail 1Screen Recording 1
Retention HookText on screen: 70%
Medium Shot 10Medium Close-up 7Text Card 3Close-up Product 2Overhead Flat Lay 2
Open LoopText on screen: 67%
Text Card 1Insert Shot 1Medium Shot 1Mirror Shot 1Medium Close-up 1
Offer TeaseText on screen: 94%
Medium Shot 4Medium Close-up 3Two Shot 2Text Card 2Medium Wide 2
Soft CTAText on screen: 100%
Split Screen 1Talking Head Classic 1
Next Step CTAText on screen: 100%
Medium Close-up 14Medium Shot 5Wide Shot 1Close-up Face 1Screen Recording 1
Past Weeks
Creative Intelligence — Week 12Creative 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 2
Frequently Asked Questions
1
What does this weekly creative intelligence report cover?
172 high-performing video ads decoded across 12 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.