Most brands never build a creative system. This is one.
Subject: What to Make Next—Highland
Hey Mike,
8 ad ideas built for Highland this week. Your brand x what's working in DTC x 100 years of marketing laws.
Current selections:
Beauty, Personal Care
Goal: Drive purchases
Avoid: "organic"; Wash as acquisition product
Update your brief →
Here's what to make next.
📄 Static #1—Outcome Focused
Law #59: Headlines capture 80% of readership — lead with the result.
Headline: "Style It. Heal It. Every Morning."
Body: "9 all-natural ingredients that style and improve scalp health simultaneously — zero harmful chemicals."
Visual: Close-up studio shot of GCP tin mid-scoop, soft natural light, matte texture visible
CTA button: "Shop Glacial Clay Pomade"
Format: 4:5 primary · adapt to 1:1
📄 Static #2—Social Proof
Law #36: Social proof collapses buyer hesitation faster than any claim you make yourself.
Headline: "150,000+ Heads Healthy and Styled"
Body: "'The hold is light, finish is matte. It truly conditions my hair throughout the day.' — Sean W."
Visual: Clean white background, Glacial Cream tube centred, 5-star chip + "4,000+ verified reviews" beneath quote
CTA button: "Start Your Routine"
Format: 4:5 primary · adapt to 1:1
📄 Static #3—PR / Authority
Law #37: Authority signals transfer credibility before the reader reads a word.
Headline: "GQ & Esquire Agree: Switch Now."
Body: "Award-winning, naturally-derived haircare — performance without the chemicals."
Visual: Product flatlay of GCP + Cream side by side, GQ and Esquire award badges top-right, soft gradient background
CTA button: "Shop Award-Winning Haircare"
Format: 4:5 primary · adapt to 1:1
▶️ Video #1—Problem → Solve (PAS)
Law #45: Emotion opens the door — solve the pain they already feel.
"Your hair products are hurting your hair and your scalp — most guys have no idea. I switched to Highland and after one try I was like, 'I'm a Highland Style guy.' Zero harmful chemicals, GQ award-winning, and it actually makes your hair healthier every time you use it. highland.style."
Start here — add your details, your voice, your rhythm.
Setting & shot: Bathroom counter, medium close-up on face and hair, natural morning light
One move: Hold up GCP tin at "I switched;" flip lid open to show texture
Keep it: Under 25s, conversational and direct
▶️ Video #2—Hook & Reveal (Pattern Interrupt)
Law #42: Break the pattern in 3 seconds or lose them for good.
"I took it off the shelf and had this moment of like — 'oh, shit.' Nine ingredients. That's the whole list. No chemicals, no filler — just hold, shine, and a healthier scalp. This is Highland."
Start here — add your details, your voice, your rhythm.
Setting & shot: Barbershop or clean countertop, tight shot on hands holding GCP tin
One move: Flip tin to show ingredient panel at "nine ingredients"
Keep it: Under 20s, punchy with a beat of silence after the hook
Quick Wins—Small Lifts, Big Impact
1. One-Ad Proof Upgrade [PROOF & CREDIBILITY] — On your top static, swap the generic star chip for "GQ & Esquire Award-Winning" badge + "4,000+ 5-Star Reviews" stacked in the top 25% of frame — named awards outperform anonymous stars
2. One-Ad Headline Scale-Up [CREATIVE CLARITY & DESIGN] — On your GCP or Cream static, make the outcome headline 2× larger than body text — "Zero Harmful Chemicals" should dominate before any feature copy
3. Buyer Quote Cold Open [HOOK & FRAMING] — Open your next video with the barber line on-screen in bold text: "I took it off the shelf and had this moment of like 'oh, shit!'" — full quote visible before 2s, no VO needed
Meta rewards creative diversity. Rotate formats weekly. Variety compounds.
See you next Monday ✌️ — Mike from Less
Feedback? Hit reply — I read every one.