I didn't expect this brand to be this entertaining

What's up, Marketers! This is Aazar.

This newsletter is all about giving you ad ideas to find winnings and help you scale.

This newsletter includes: My learnings, insights from other performance marketers, and analysis of top internet ads (this issue).

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Selling a physical product is easier than selling a service, but when you excel at service ads, it means your creatives make your marketing look effortless.

I serve three niches: DTC, health, and tech. Some of the tech products are SaaS or apps. Selling both apps and SaaS are among the most challenging tasks.

However, when this brand appeared in my feed, I thoroughly enjoyed their ads and even started a trial.

Regardless of the niche, I can guarantee these ads will give you ideas for innovating on your current ads.

The common thread is they all understand how to sell without feeling like they're selling.

Here are the 8 ads worth studying.

Ad #1: The "I'm Not Your Enemy, I'm Your Upgrade" Format

Two people are talking. One is Gmail. The other is Gmail with Fyxer.

This is an analogy ad where the product becomes a character alongside the tool everyone already uses.

Why it works:

• Gmail admits the problems exist. This builds trust because they're not pretending Gmail is perfect.

• The contrast happens naturally through dialogue. Gmail says manual work fixes it. Fyxer shows there's an easier way. No need to bash Gmail.

• It demonstrates the product without feeling like a demo. You hear what Fyxer does (organizes by priority, writes drafts in your tone, learns from email history) through conversation, not a feature list.

• The ending positions Fyxer as a complement, not a competitor. "Did we just become best friends?" This matters for adoption because people love their Gmail. They don't want to replace it.

Ad psychology behind it:

• Status quo bias. People resist replacing tools they already use. By positioning as an upgrade instead of a replacement, Fyxer removes the friction of change.

Ad #2: The "Intervention" Format

This is problem-solution copywriting, but with two characters instead of one. That small change makes people stop scrolling.

Why it works:

• It's painfully relatable. Anyone who's lost hours to email feels seen by this ad. The specificity of "four hours" hits harder than saying "too much time."

• Carl's response is perfect. "I just need to do a couple more." That's the lie everyone tells themselves. Fyxer calls it out directly.

• The visual choice matters. They cast someone who looks senior (white hair, leadership type). This signals the product isn't just for junior employees drowning in busy work. Even executives waste time on email.

• Two characters create natural tension. One person stuck in the problem. Another offering the solution. This format keeps attention better than a solo talking head.

• They don't oversell. "Drafts replies in your voice and sorts your inbox by priority." Simple benefit statement. Then straight to "go close those deals" which connects back to what actually matters.
  

Ad psychology behind it:

• Self-awareness trigger. By showing Carl lying to himself, the ad makes viewers recognize their own email time-wasting patterns. This creates an "oh shit, that's me" moment.

Ad #3: The "AI Marketing Speak Roast" Format

This ad roasts ChatGPT's writing style while selling an AI product. That takes confidence.

Why it works:

• Tech people recognize AI slop instantly. Those phrases ("glorious triumph of commercial conquest") are exactly how ChatGPT sounds. This ad says "we know you hate this too."

• The contrast is the punchline. Dramatic music and hype, then cut back to Jenny being straightforward. Each time it lands.

• It builds trust through honesty. Instead of inflating features, Fyxer strips away the BS and tells you exactly what you're getting.

• The ending reversal works. Jenny denies the time-saving claim, then admits "well actually yes it will do that." Real benefits without the hype.

• The product demo sneaks in while Jenny's talking. Visuals show the interface without it feeling like a demo.

Ad psychology behind it:

• In-group signaling: By mocking AI marketing language, Fyxer identifies their audience (people tired of AI hype) and positions as the honest alternative.

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Ad #4: The "Shock Hook + Visual Calm" Format

A hammer smashes a monitor. That's the shock hook.

Fast music plays. Then they explain Fyxer while the interface shows emails being drafted and organized.

Why it works:

• The destruction visual stops the scroll immediately. Smashing a monitor is pure frustration release. Everyone's felt that rage at their inbox.

• The chaos-to-calm contrast is instant. Violent opening, then smooth product demo. The emotional journey mirrors what the product promises.

• The copy is aspirational but specific. "Imagine if you began your day with your emails already written" paints a clear picture of the outcome, not just features.

• The visuals do the heavy lifting. While he talks, you see the product working. Emails getting drafted, ready to send. No need to imagine.

• Fast pacing matches the promise. The ad doesn't waste time because the product doesn't waste time.

Ad psychology behind it:

• Pattern disruption through shock: The hammer breaking a screen is unexpected and violent, creating an emotional spike that makes the calm solution feel even more appealing by contrast.

Ad #5: The "Street Interview" Format (But Indoors)

This uses the street-style interview format everyone recognizes, just moved to a living room. Plus, they weave in the borrowed credibility of a popular podcast that mentions Fyxer.

Why it works:

• It doesn't feel like an ad. This looks like organic content. Two friends talking about something interesting they discovered.

• The podcast adds credibility. They're not hearing about Fyxer from an ad. They're hearing about it from a trusted source (podcast with the founder).

• Friend's questions drive the explanation. "What's the verdict?" and "So like less robotic?" are the exact questions a viewer would ask. Natural product education.

• Addresses the main objection immediately. "Less robotic" tackles what everyone worries about with AI writing tools. Gets it out in the open.

• The ending shows intent to act. She's standing up, going to try the free trial. That movement creates momentum.

Ad psychology behind it:

• Borrowed authority. Mentioning the podcast episode with the founder transfers credibility without Fyxer directly claiming it. Feels like third-party validation.

Ad #6: The "ChatGPT Recommends" Format

A man asks ChatGPT for help clearing 132 emails before 9 am.

ChatGPT responds by recommending Fyxer, explaining how it works.

He asks follow-up questions. ChatGPT keeps selling Fyxer.

Why it works:

• ChatGPT is already a trusted voice. People ask it for advice daily. Using it as the recommender transfers that trust instantly.

• The problem is hyper-specific. "132 emails before 9am" isn't generic inbox stress. It's a real scenario that makes people think "that's me."

• ChatGPT educates naturally. When it explains Fyxer's features, it feels like helpful advice, not a sales pitch.

• The follow-up question shows genuine interest. "Wait, it writes the emails too?" mirrors what a real viewer would ask. Creates engagement.

• Social proof sneaks in at the end. "Saving office workers across the world one hour every day" validates the solution without feeling forced.

Ad psychology behind it:

• Authority transfer (borrowed authority): By having ChatGPT (the most recognized AI) recommend Fyxer, the ad borrows credibility from a tool people already trust and use daily.

Another partner shoutout.

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Ad #7: The "Snapchat Joke" Format

This ad has no voiceover or pitch. Just the viral snapchat joke format everyone recognizes.

Why it works:

• Internet culture gets attention. The "What's she smiling at?" format is a trending meme. People recognize it instantly and stop scrolling.

• Inbox zero is the dream. That screenshot hits hard for anyone drowning in emails. Pure aspiration in one image.

• Minimal copy, maximum impact. No explanation needed. The visual tells the whole story.

• Music does the work. "Oh Happy Day" reinforces the emotional payoff without saying a word.

• Meme formats feel native. This doesn't look like a B2B SaaS ad. It looks like content you'd see on your feed, which is exactly why it works.

Ad psychology behind it:

• Familiarity bias: Using a trending format makes the ad feel safe and entertaining rather than sales-y. People engage with memes, so they engage with this ad.

Ad #8: The "Frustrated Speech" Format

A man stands on a conference room desk delivering a dramatic speech.

He takes politician-style pauses. Builds to the climax: "I'm not writing another email!"

His colleague, sitting calmly in the same room, suggests Fyxer. Natural Q&A follows. Problem solved.

Why it works:

• The dramatic setup is comedy gold. Standing on a desk for an email rant is absurd, but the frustration behind it is real. Everyone's felt this way.

• "Circling back for a living" hits hard. One phrase captures the soul-crushing reality of corporate email culture.

• The crickets sound effect lands perfectly. That awkward silence after his speech shows how over-the-top he's being, which makes the calm solution even funnier.

• The colleague plays straight man. No drama, just "get Fyxer." The contrast between emotional rant and practical solution works.

• Natural education through questions. "What's Fyxer?" and "How does it do that?" let the audience learn without it feeling like a pitch.

Ad psychology behind it:

• Humor disarms sales resistance: By making people laugh at the exaggerated frustration, the ad makes them more receptive to the actual solution being pitched.

How Fyxer Is Winning By Promising Less

One more important note, did you notice something across all these ads?

Fyxer promises to save you one hour a day. Not three hours. Not "10x your productivity." Just one hour.

That's deliberate.

Every other AI tool claims to “revolutionize” 😂 your workflow, Fyxer under-promises. One hour feels believable. It's specific enough to be real but modest enough to trust.

This is smart marketing. When you don't overhype, people believe you. And when you deliver on a small promise, they stay.

Most brands would claim "save hours every day" or "transform your entire workday." Fyxer picked a number they can defend and repeated it everywhere.

That consistency builds credibility. Every ad reinforces the same claim. No inflation or exaggeration. Just one hour.

Key Takeaways

• Two characters beat one. Dialogue creates natural tension and keeps attention better than solo talking heads.

• You don't always need an enemy. Position as the upgrade, not the replacement. Reduces friction.

• Pick one believable claim and repeat it everywhere. Fyxer promises "one hour saved" in every ad. Specific, modest, trustworthy. Consistency builds credibility.

• Roast what your audience hates. Fyxer mocked AI marketing speak while selling AI. Built trust through honesty.

• Borrow authority. Use trusted voices (podcasts, ChatGPT) to recommend your product instead of pitching directly.

• Steal trending formats. Memes and viral hooks make B2B ads feel native to the feed, not like ads.

• Shock hooks work. Visual disruption (hammer smashing monitor) creates emotional contrast that makes the solution more appealing.

• Show the product naturally. Weave demos into storytelling instead of making them feel like feature walkthroughs.

• Call out the lie people tell themselves. "I just need to do a couple more emails" hits harder than generic pain points.

• Comedy disarms sales resistance. Make people laugh, and they're more open to your pitch.
  

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

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