Decode winning ads. Make them yours.
Every high-performing ad activates at least one of 16 psychological missions. Heista decoded 582+ video ads and mapped which missions drive engagement in each category. Competence Restoration is the most common, appearing in 36% of all decoded ads.
Psychology Load measures how many distinct psychological missions a single ad activates, out of 16 possible. A higher load means the ad triggers multiple behavioral mechanisms simultaneously, increasing resilience across audience segments and reducing creative fatigue.
Ranked by frequency across 582+ decoded video ads. Click any mission to see the full mechanism, vertical breakdown, and hook cross-references.
Structural Decomposition — Every ad is broken into 7 structural beats (Opening, Context, Tension, Delivery, Validation, Shift, Close). Each beat is classified by subtype, behavioral mechanism, and linguistic pattern.
Psychology Classification — A dedicated Psychology Agent analyzes the full ad structure and identifies which of the 16 missions the ad activates. This is not surface tagging. It is behavioral analysis of how the ad moves the viewer through a psychological sequence.
Cross-Referencing — Each mission is cross-referenced against hook types, CTA pairings, and vertical distribution. This reveals which hooks trigger which missions and which verticals over-index on specific psychological mechanisms.
Every mission in this data was extracted from a real ad.
Pick any winning video and decode its psychological architecture. See which missions it activates, how it sequences them, and why they work together.
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