Why Temu’s “Cheap” Ads Are Beating Premium Brands

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

• Sharing what I've learned

• Sometimes sharing some other performance marketers’ lessons with you (

• And I analyze & compare the best ads on the internet this issue)

I’m finally sharing my proven ugly ads that converted like CRAZY

I’ve spent more than $50mn over 4 years.

Here's what I discovered:

Pretty ads don't sell. Ugly ads do.

And the highest-performing brands are now demanding I run ugly ads for them because they work.

I’m sharing all with you now:

→ The 12 ugly ad formats that convert like crazy (most people have never seen these)
→ Why ugly ads pass the trust factor in an AI world
→ The psychology biases that make people stop scrolling
→ How to use ugly ads without destroying your brand
→ The biggest mistakes people make when copying ugly ads

The shocking part? One ugly ad format worked for 8+ months straight and is still running profitably.

I've turned this into a complete video guide breaking down all 12 formats with real examples you can steal today.

While, my friend Barry Hott is an inventor for this term. I can tell you, I took it to heart and tried and tested so many good examples you won’t find even in his content event.

Get the full breakdown

I hate Temu.

I hate how cheap it is. I hate that it's everywhere. And I really hate how damn good their ads are.

They shouldn't be this good. But they are.

Rarely, their product are products are as good but at least ads don’t disappoint.

Every scroll, you'll see one, pretending to be a life hack, a review, or some random "cool find." Then suddenly, boom, you're watching an ad. 

And not just any ad. A perfectly engineered one.

Here's the part that messed with my head: even my rich friends are buying from Temu. Because it’s the same products, same brands, just cheaper. The line between "budget" and "premium" isn't as clear anymore.

Temu has cracked something most brands still struggle with: making ads people actually want to watch, and products people can't resist trying.

So yeah, I hate them. But I also study them. Because behind the chaos, there's genius.

Let's break it down.

Ad #1 – The "Unboxing That Feels Like a Steal" Strategy

This one starts simple: "Unbox the world's most affordable tablet with me."

That line hooks you right away.

It's not a loud ad. It feels calm, casual, and real. Like a friend showing you something cool they found.

Then comes the product avalanche. Tablet, keyboard, mouse, pen, charger, case, screen protector. 

You start thinking, "Wait… all that for £30?"

That's the genius. They're not selling features. They're selling value shock.

It looks like a review, but it's not. It's your brain justifying a purchase in real time.

Why it works:

• Starts like a review, sells at the end

• Feels genuine and low-effort, which makes it trustworthy

• Focuses on discovery, not selling

• Every frame reinforces affordability and abundance

What you can learn:

• If your product has a strong value story, show it piling up

• Structure your ad like a walkthrough. People trust what they see

• Do the product demo like a review or unboxing video, then close with an easy CTA

They aren’t showing a tablet. They're showing proof that cheap doesn't mean bad. And that's a dangerous kind of brilliance.

Ad #2 – The "Scam-Free Makeover" Hook

The ad opens with a line that stops you cold: "One of the biggest scams you can fall for is paying thousands for marble tiles."

That flips your mindset instantly. You're being warned about something important.

Then the fix appears. £10 tiles, ten minutes, and a full wall done. No mess. No drama. Just instant satisfaction.

Every claim is backed by proof. He spills water. Wipes it clean. Shows the texture. You see the result as he says it.

And just before you scroll away, he adds, "They won't be on flash sale for much longer." Soft urgency. Hard to ignore.

Why it works:

• The hook makes people feel smart for watching

• Each feature is shown, not told

• Proof replaces persuasion

• The final line creates gentle FOMO

What you can learn:

• Start with a protective hook ("Here's what not to fall for")

• Narrate and show together. It builds trust fast

• Turn demos into mini stories

• Save urgency for the end

Temu uses education as camouflage. You think you're learning, but you're actually being sold.

Ad #3 – The "I Took a Gamble… and Won" Strategy

This ad feels like a confession.

The creator starts by admitting they were nervous to order. "No reviews," "looked too cheap," "was scared it'd be toy-sized."

THIS is a the perfect setup. They’re almost addressing the elephant in the room, because that's exactly what most people think when they see a Temu ad.

Then comes the twist: the product turns out way better than expected. 

She unboxes it, sets it up, and it looks surprisingly real, even premium. The narration and demo run together, so you're seeing the proof as she talks.

The story feels honest, like a friend who took a risk so you don't have to. It's psychology 101: turning skepticism into curiosity, then into trust.

And while all this is happening, there's a 30% off code quietly sitting on screen. No yelling, no hard CTA. Just a constant, silent nudge.

Why it works:

• It leans into doubt instead of avoiding it

• The "I was scared, but…" line builds empathy and credibility

• Live demo validates every claim in real time

• The discount code stays visible the whole time, creating subtle but continuous pressure to act

What you can learn:

• Don't hide skepticism. Use it. Viewers trust honesty over hype

• Sync your narration and visuals so proof lands exactly when you make a claim

• Keep soft CTAs visible throughout. They work better than one big push at the end

Temu doesn't fight disbelief. They use it. And that's why even the skeptics end up clicking "add to cart."

Thanks to our partners who support this newsletter.

Ad #4 – The "Deep Feelings" Strategy

This ad invites you to a beautiful feeling.

Soft music, great lighting, slow shots. Everything feels warm and personal. And the creator's tone matches it perfectly.

They don't say "This chair is amazing." They say, "It made my home space extra cozy." That's a shift from features to feelings.

As the video plays, you see what comfort looks like. Simple setup, soft cushions, removable covers. Every line connects to an emotion: ease, calm, belonging.

Even the background music fits the product. If this were a power tool, the vibe would be sharp and upbeat. But for a chair? It's slow, steady, and satisfying.

Why it works:

• It sells a feeling, not just a product

• The setup is effortless, reinforcing the comfort theme

• The audio and visuals move in harmony with the message

• It shows the real outcome: a space that feels good

What you can learn:

• Match your ad's energy to your product. A cozy product needs cozy pacing

• Sell the after-effect, not "what it is," but "how it feels"

• Let visuals and sound do half the talking

Temu nails emotional mirroring. They make even a simple chair feel like a lifestyle upgrade. And that's the kind of ad that doesn't shout. It soothes you into buying.

Ad #5 – The "I Had to Try It" Hook

This ad opens like a reaction clip. A casual line: "I couldn't help but buy the same thing as in the video." 

It feels unplanned and real.

But within seconds, it shifts gears. You're suddenly watching a product demo.

Each move shows how the push-up board works. Blue for chest. Red for shoulders. Green for triceps. Yellow for core. 

It's clear and self-explanatory.

By the time the call-to-action appears, you already understand the product. You've seen it. You've believed it. And you’re ready to buy.

Why it works:

• Starts as a reaction, ends as a product demo

• Uses curiosity to pull people in before selling

• The visuals are educational, not promotional

• Clear color zones make the product instantly understandable

What you can learn:

• Open with relatability, not a hard sell

• Show the product in motion. People trust what they see

• Teach before you sell. It builds belief

• Make your CTA feel like a natural continuation, not an interruption

The best ads don't start like ads. They start like random video you stumbled into.

Ad #6 – The "Kids' Toy That Grownups Want" Hook

This ad flips expectations right from the start. Text on screen reads: Kids dirt bike ❌ … Adults toy ✅

Instant curiosity. Instant scroll stop.

You expect a kids' product, but then an adult guy rides it. He’s having a blast. 

That one creative choice changes everything. If it can handle an adult's weight, it can definitely handle a kid.

The voiceover keeps the pace quick and upbeat, matching the high-energy visuals. He rides across grass, over steps, and through outdoor spaces, quietly proving durability without ever saying the word "durable."

Everything (the pacing, the music, the movement) mirrors the spirit of the product. It feels fun, adventurous, and lighthearted, exactly what parents want for their kids.

Why it works:

• Flips the script in the first 2 seconds

• The "adult using a kid's toy" visual builds instant credibility

• Product demo is fun, not formal. Every shot proves performance

• Fast narration and upbeat music keep the energy aligned with the product

What you can learn:

• Challenge expectations visually. It's the fastest way to hook attention

• Match your ad's pacing and sound to the product's personality

• Let demonstration replace explanation. Show what your script doesn't say

• If the product is for kids, sell the joy to parents

Temu does vibe matching better than most brands. Every ad feels tuned to its audience, and this one turns a simple dirt bike into a story about fun that everyone wants in.

Key Takeaways (TL;DR)

• Some Temu ads admit, “Yes, this is an ad,” and that transparency disarms skepticism while making viewers feel in control.

• They act like they're doing you a favor by showing the ad. It's the "favor frame," tapping into the Ben Franklin Effect. Honesty becomes trust rather than resistance.

• Others start like life hacks or DIY tips, then slide into a pitch

• Many begin as unboxing or review videos and turn into product demos by the end

• They always match the vibe of the product. Kid products feel playful, tools feel rugged

• Subtle psychology everywhere: "I bought it with no reviews," "might go out of stock soon," "I was shocked how good it was"

• Proof beats polish. They show more than they say

• Background music, tone, and editing always fit the product mood

• Even when they admit it's an ad, it feels like they're doing you a favor

• The product is the marketing. They let it sell itself

• Every ad is designed to make you think, "For that price, why not?"

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Happy Growing with Paid Social,

Aazar Shad

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