Never give your customer what they want.

Hey vibe marketer, we’re back.

The newsletter read by 23,000+ top advertisers and brands, taking their AI advertising to the next level.

Thought: When you speak to people’s desires and who they want to become, your ads are more successful. Don’t always speak to who they are now, but who they’d like to be with your product. I’ve got 3 breakdowns, 5 actionable tips, and prompts to help you apply all of it to your brand.

Let’s get into the good vibes this week.

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Ads of the Week

Immi, True Classic, Dr. Squatch

Immi

Analysis:

Contrast framing, highlighting differences to frame a product positively, is one of the easiest principles to use in advertising. Why? Because our brains are wired to remember relativity. “More Protein Than an Egg. Less Guilt Than a Cheat Meal” immediately reframes ramen. Not as a guilty pleasure, but as a smart, high-protein meal (compared to most ramen). The category disruption flips a “bad” & generally unhealthy food into a good-for-you option. Comparatively, it’s easier to understand the benefits (“21g plant-based protein. 5g net carbs. All flavor. No crash.”) because of the contrast and comparison to an egg. It reinforces our justification bias (you’re not cheating, you’re health-ing), and it delivers permission and pride in one slurp (lol get it).

How you can apply it:

1. Reframe products as functional upgrades, flip guilt into pride.

2. Use high-contrast comparisons (“more protein than X, less guilt than Y”).

3. Stack benefits: nutrition facts = decision drivers.

4. Show your product looking irresistible. People eat with their eyes first.

5. Speak to the desire for balance, position your product as both satisfying and smart.

Prompt:

Create an ultra-realistic, high-contrast static ad image featuring a modern bowl of Immi ramen as the central subject. The bowl should look hot and visually rich, complete with visible steam rising, protein-packed noodles, savory broth, and toppings like green onions, mushrooms, or tofu. To the left of the bowl, place a cracked brown egg on a small white plate — raw or softly cooked, highlighting its simplicity and protein association. To the right, include a greasy, half-eaten takeout box, such as a classic Chinese container with oily, limp noodles spilling out to visually signal guilt and regret. All items should be placed on a clean, minimalist tabletop — wood or marble — with bright, directional lighting to enhance texture, steam, and color contrast between the vibrant Immi ramen and the dull, unappetizing takeout. Overlay the headline in clean, bold sans-serif font: “More Protein Than an Egg. Less Guilt Than a Cheat Meal.” Beneath it, include a small subheadline: “21g plant-based protein. 5g net carbs. All flavor. No crash.” Add the Immi logo in the bottom right corner. The overall mood should feel clean, modern, confident, and health-forward, styled in a 1:1 aspect ratio ideal for Meta ads and square placements.

True Classic

Analysis:

Identity-based messaging is extremely powerful because it speaks directly to real guys, not fitness influencers. “You Don’t Need a Six-Pack. Just a Better Shirt” by flipping a common insecurity (body image), and takes a perceived flaw to reframe it as irrelevant when you wear T.C.. The copy doesn’t sell clothing, it sells confidence without compromise. The best-performing ads sell emotions and outcomes, not products. When you can address self-acceptance, make the viewer feel seen, respected, and stylish (exactly as they are), you’re going to get a positive feedback loop.

How you can apply it:

1. Reframe insecurities into strengths, acknowledge them, then dismiss the pressure.

2. Use aspirational messaging instead of unrealistic perfection.

3. Focus your copy on identity, not just features, and speak to who the customer is or who they want to become.

4. Show your product on real people and their problems, representation builds trust.

5. Make the product a confidence booster, not a makeover, it enhances, not fixes.

Prompt:

Create an ultra-realistic, high-contrast static image ad for True Classic in a 1:1 aspect ratio. The visual should feature a normal, athletic-ish man in his 30s with a slightly fuller build—think confident dad bod. He’s standing in a relaxed, natural pose wearing a well-fitted True Classic crew neck tee that hugs his arms and shoulders while draping cleanly over his midsection. One arm is slightly flexed, not in an exaggerated way, just enough to show the shirt’s flattering cut. His expression should be casual and self-assured—either a soft smile or a subtle, “I know I look good” look. The setting is clean and masculine: either indoors in a softly lit bedroom or minimal studio, or outdoors with an urban background blurred behind him. Lighting should highlight the structure and fit of the tee while keeping the skin tones natural and warm. Overlay the headline in bold, clean sans-serif font near the upper left or center: “You Don’t Need a Six-Pack. Just a Better Shirt.” Beneath it, in smaller font, include the subheadline: “Engineered to flatter real bodies. Not fitness models.” Add the True Classic logo in the bottom-right corner. The color palette should feature neutral tones—navy, heather gray, or black for the shirt, and a background that’s complementary but doesn’t distract. The overall mood should feel confident, relatable, and aspirational—designed to make everyday men feel seen and stylish.

Dr. Squatch

Analysis:

Like I said, comparative advertising is powerful. Us vs. them framing gives people a base point to start at so they can evaluate your brand against another. The line “Body Wash Is for Teenagers. This Is for Men.” creates a psychological divide that makes you choose a side. Are you still using neon goop from a plastic bottle like a teenager, or are you a grown-ass man with standards? Make your audience feel like the person they want to become (if that’s the goal of the ad/product), and you’ll see 2x better results. Pro tip: us vs. them ads don’t need to call out a brand; they can call out a different product type or the industry “standard”.

How you can apply it:

1. Draw a line between old habits and your product. Create a “that’s for them, this is for you” dynamic.

2. Leverage identity and maturity. Speak to the person your customer wants to be.

3. Use contrast in both copy and visuals: ugly vs. premium, weak vs. strong.

4. Tap into sensory language, make your product feel and smell better just by describing it.

5. Keep it bold, clear, and factual.

Prompt:

Create an ultra-realistic, cinematic static ad image for Dr. Squatch using a 1:1 aspect ratio. The visual should feature a humorous but high-contrast comparison between a generic neon green body wash bottle and a rugged Dr. Squatch bar of soap. Place the cheap plastic bottle slightly tipped over, leaking fluorescent liquid onto a slick, sterile white shower tile or countertop — visually unappealing and almost cartoonish. Beside it, contrast with a Dr. Squatch bar (e.g. Pine Tar or Alpine Sage) resting confidently on a rough, natural stone slab or dark slate soap dish. The bar should look textural, earthy, and substantial — like something you’d find in a cabin, not a dorm room. Use moody, masculine lighting with warm shadows to dramatize the contrast between the two products. Overlay the headline in bold, clean sans-serif type near the top or center left: “Body Wash is for Teenagers. This is for Men.” Optional subheadline beneath: Smell like nature. Not a soda can. Add the Dr. Squatch logo in the bottom right corner. The tone should feel elevated, a bit irreverent, and 100% Squatch — embracing natural masculinity with a wink of shame-based humor

You made it.

Hopefully, you were able to take away some valuable information and actionable tips so you can apply these learnings to your brand and get your vibe marketing on.

If you want us to do an AI ad for your brand next week, simply reply to this email with the name.

Til next week, keep the good vibes rollin’.

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